A new electric vehicle brand, EMTA, is set to debut in Japan through a collaboration between Japanese automotive companies and China’s Chery Automobile. EMT Co., based in Yokohama, announced that the first model, a compact electric kei car, is expected to hit the market in 2027, targeting a crucial segment in Japan’s automotive landscape.
The venture brings together a mix of industry players, including Autobacs Seven and Anest Iwata from Japan, alongside Chery Automobile and a battery producer among other partners. The strategy involves planning and marketing the kei car within Japan, while the design and manufacturing processes will occur in China. EMTA vehicles are anticipated to feature advanced digital technologies such as wireless software updates, smartphone connectivity, and automated driving support.
Given that kei cars represent over a third of new vehicle sales in Japan, they present a promising avenue for electric vehicle adoption, particularly for short, everyday commutes where range anxiety is less of a concern. EMT Co. is also considering utilizing selected Autobacs stores as distribution points and plans to expand its lineup with three more electric models by 2029. Future aspirations include potential manufacturing in Japan and expanding into international markets.
The introduction of EMTA comes amid a competitive surge in Japan’s kei electric vehicle market. Chinese automaker BYD is gearing up to unveil its Racco kei EV for Japan, while Nissan Motor has broadened its Sakura series by offering a more affordable version. Concurrently, Suzuki Motor intends to launch a kei EV within the current fiscal year, and Honda Motor is working on an electric variant of its popular N-Box model, slated for a 2028 release.
This influx of new entries underscores the growing momentum in Japan’s small electric vehicle sector, as automakers vie to capture the attention of budget-conscious urban drivers. The push for electric mobility in the kei car segment reflects the industry’s broader efforts to innovate and meet the evolving demands of the market.