A new electric vehicle brand is set to hit the Japanese market in 2027, thanks to a collaborative venture between several Japanese automotive entities and China’s Chery Automobile. The initiative, spearheaded by Yokohama-based EMT Co., will introduce the EMTA brand, with its debut model focusing on the compact electric kei car, a significant segment in Japan’s automotive industry.
The collaboration involves various companies, including Autobacs Seven and Anest Iwata, teaming up with Chery Automobile and other partners, such as a battery manufacturer. EMT plans for the kei EV to be conceptualized and marketed domestically within Japan, while the design and production will occur in China. The vehicles are expected to feature advanced technology, including over-the-air software updates, smartphone connectivity, and capabilities for automated driving.
Executives from EMT highlight that kei cars make up over a third of new vehicle sales in Japan, presenting a strategic entry point for electric vehicles. Given their prevalent use in short-distance travel, issues related to driving range are less of a concern for this vehicle category. The company is also considering utilizing selected Autobacs stores as retail outlets and has set a goal to release three additional electric models by 2029, with potential plans for manufacturing in Japan and expansion into global markets.
This announcement arrives as Japan’s kei EV market sees increasing competition. Chinese automaker BYD is preparing to introduce its Racco kei EV tailored for Japan, while Nissan Motor has broadened its Sakura lineup by adding a more affordable variant. Concurrently, Suzuki Motor is anticipated to launch a kei EV within the current fiscal year, and Honda Motor is in the process of developing an electric version of its well-known N-Box model, slated for a 2028 release.
The influx of new participants underscores the growing momentum in Japan’s small electric vehicle sector, as automakers vie to capture the attention of budget-conscious urban consumers seeking eco-friendly mobility solutions.