A new electric vehicle (EV) brand, EMTA, has been introduced targeting Japan’s automotive market, marking a collaborative effort between Japanese companies and Chinese automaker Chery Automobile. The first model from this brand, a compact electric kei car, is anticipated for release in 2027. This venture combines the expertise of Yokohama-based EMT Co. with the capabilities of firms like Autobacs Seven, Anest Iwata, and others, including a battery producer, to tap into one of Japan’s crucial vehicle segments.
The EMTA brand plans to design and market its vehicles in Japan, while production will take place in China. The upcoming kei EV is expected to feature advanced digital technologies, such as wireless software updates, smartphone connectivity, and automated driving functionalities. Given that kei cars comprise over a third of new vehicle sales in Japan, their suitability for short daily commutes makes them an appealing prospect for electric transformation, despite potential concerns about driving range.
As competition heats up in Japan’s kei EV market, EMTA is strategizing to use selected Autobacs stores for vehicle sales. The company also envisions launching three more EV models by 2029, with aspirations to eventually manufacture in Japan and explore international markets. This move reflects a broader industry trend, with other automakers like Chinese company BYD preparing to introduce the Racco kei EV in Japan, and Nissan Motor expanding its Sakura lineup with more affordable options.
Further fueling the competitive atmosphere, Suzuki Motor is set to release its own kei EV within the current fiscal year, while Honda Motor is working on an electric version of its popular N-Box model, expected to debut in 2028. These developments underscore the growing momentum in Japan’s small electric vehicle market, as automakers vie to capture the interest of cost-conscious urban drivers.