A new electric vehicle brand, EMTA, is set to make its debut in the Japanese market, spearheaded by a collaboration between Japanese automotive companies and Chinese automaker Chery Automobile. The brand’s first offering, a compact electric kei car, is scheduled for release in 2027, targeting a significant segment of Japan’s automotive industry.
Yokohama-based EMT Co. announced the launch of the EMTA brand, which will focus on bringing a modern electric vehicle experience to Japan. The venture includes notable partners such as Autobacs Seven, Anest Iwata from Japan, and Chery Automobile, among others, including a battery manufacturer. While the design and manufacturing of the vehicles will be conducted in China, the planning and marketing efforts will be centralized in Japan. EMTA aims to integrate advanced digital features in its vehicles, such as wireless software updates, smartphone connectivity, and support for automated driving, catering to the tech-savvy Japanese consumer.
Kei cars, which make up over one-third of new vehicle sales in Japan, represent a strategic entry point for electric vehicles due to their prevalent use for short commutes, where driving range is less of a concern. The company has outlined its ambitions to leverage selected Autobacs stores as sales venues and plans to introduce three more electric vehicle models by 2029. Looking ahead, EMT is considering possible manufacturing opportunities within Japan and is eyeing expansion into international markets.
This announcement comes amid growing competition in Japan’s kei EV sector. Chinese automaker BYD is preparing to release its Racco kei EV tailored for Japanese consumers. Meanwhile, Nissan Motor has bolstered its Sakura lineup by introducing a more affordable variant. Additionally, Suzuki Motor is poised to launch its kei EV within the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box model, slated for a 2028 release.
The influx of new entrants underscores the increasing momentum in Japan’s small electric vehicle market, as automakers strive to capture the attention of budget-conscious urban drivers. With various players bringing innovative solutions to the table, the landscape of Japan’s automotive industry is poised for transformation.