A new electric vehicle brand, EMTA, has been introduced by Yokohama-based EMT Co., targeting the Japanese market with its first model set for release in 2027. This initiative is a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile, focusing on the development of a compact electric kei car, a significant segment in Japan. The venture combines efforts from several firms, including Autobacs Seven and Anest Iwata, alongside Chery, a battery maker, and other partners.
The EMTA brand plans to design and market its vehicles in Japan, while production and design will occur in China. The upcoming electric kei car will feature advanced digital capabilities such as wireless software updates, smartphone integration, and support for automated driving. Kei cars represent a substantial portion of Japan’s automotive market, accounting for over one-third of new vehicle sales, offering an ideal entry point for electric vehicles due to their use in short daily commutes, where range anxiety is less of a concern.
EMT is considering utilizing selected Autobacs stores as part of its sales strategy and aims to introduce three more electric vehicle models by 2029. The company is also looking into potential manufacturing operations in Japan and expanding its market reach internationally. This launch comes amid growing competition in Japan’s kei EV market, with Chinese automaker BYD preparing to introduce its Racco kei EV tailored for Japan and Nissan expanding its Sakura lineup with a more affordable option.
Additionally, Suzuki Motor is set to release a kei EV within the current fiscal year, while Honda Motor is developing an electric version of its popular N-Box model, expected to launch in 2028. The increasing number of participants underscores the rising momentum in Japan’s small electric vehicle market, as manufacturers vie for the attention of budget-conscious urban consumers.