A new electric vehicle brand has been introduced to the Japanese market through a collaboration between Japanese automotive firms and Chinese automaker Chery Automobile. The brand, named EMTA, is expected to launch its first model, a compact electric kei car, by 2027. This strategic move focuses on one of Japan’s key vehicle segments, aiming to cater to the growing demand for electric mobility.
EMT Co., based in Yokohama, spearheads this endeavor, uniting several entities, including Autobacs Seven and Anest Iwata from Japan, along with Chery Automobile and a battery manufacturer. The plan involves the design and production of these vehicles in China, while the planning and marketing will take place in Japan. The new kei EV is set to feature cutting-edge digital capabilities such as wireless software updates, smartphone integration, and automated driving functions.
Kei cars represent a significant portion of new vehicle sales in Japan, accounting for over one-third of the market. This makes them an appealing target for electric vehicle manufacturers, especially since these cars are primarily used for short trips, diminishing concerns about driving range. EMT is considering using select Autobacs stores as platforms for selling their vehicles and anticipates launching three more electric models by 2029. There are also discussions about potential manufacturing shifts to Japan and exploring opportunities in overseas markets.
This announcement comes at a time when competition is heating up in Japan’s kei electric vehicle sector. Other automakers like Chinese firm BYD are set to introduce their Japan-focused Racco kei EV, while Nissan Motor has expanded its Sakura lineup by adding a more affordable version. Additionally, Suzuki Motor is on track to release a kei EV within the current fiscal year, and Honda Motor is preparing to launch an electric version of its well-known N-Box model by 2028.
The increasing number of players entering the market underscores the growing momentum within Japan’s small electric vehicle segment. Automakers are intensively vying to attract urban drivers who are looking for cost-effective and environmentally friendly transportation options.