A new electric vehicle brand, EMTA, is set to make its debut in Japan, the result of a collaboration between Japanese automotive enterprises and the Chinese car manufacturer Chery Automobile. The brand is gearing up to launch its first vehicle, a compact electric kei car, by 2027, targeting a crucial segment within the Japanese market.
EMT Co., headquartered in Yokohama, is spearheading this initiative, which unites several partners including Japanese companies Autobacs Seven and Anest Iwata, alongside Chery Automobile and a battery manufacturer. The plan is to design and manufacture the vehicles in China while focusing on planning and marketing efforts in Japan. The upcoming kei EV is expected to boast advanced digital capabilities, such as smartphone integration, wireless software updates, and features supporting automated driving.
Kei cars, which are small, efficient vehicles, constitute more than a third of Japan’s new vehicle sales, presenting a strategic entry point for electric vehicle adoption. Given their common use for short commutes, range anxiety is less of a concern for consumers. EMT is considering using selected Autobacs stores as potential sales outlets and has set its sights on introducing three more electric vehicle models by 2029. The company is also contemplating future production in Japan and potential expansion into international markets.
Competition in Japan’s kei EV market is heating up, with several automakers vying for dominance. Chinese automaker BYD is preparing to introduce its Racco kei EV tailored for Japanese consumers. At the same time, Nissan Motor has expanded its Sakura lineup with a more affordable option, Suzuki Motor is planning to release a kei EV within the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box model, set to launch in 2028.
The influx of new players emphasizes the growing momentum within Japan’s small electric vehicle sector, as automakers strive to capture the attention of budget-conscious urban drivers seeking efficient and sustainable transportation solutions.