A new electric vehicle brand, EMTA, is set to make its debut in the Japanese market, with the first model anticipated to arrive in 2027. The initiative is a collaboration between Japanese automotive companies and the Chinese automaker Chery Automobile, focusing on the popular kei car segment. EMT Co., based in Yokohama, announced these plans and aims to cater to a significant part of Japan’s automotive industry with a compact electric vehicle designed to meet local preferences.
The partnership encompasses multiple entities, including Japanese firms Autobacs Seven and Anest Iwata, along with a battery manufacturer and Chery Automobile. The venture plans to handle the design and manufacturing of the kei EV in China, while the planning and marketing will take place in Japan. The vehicles are expected to feature cutting-edge digital capabilities, such as wireless software updates, smartphone integration, and support for automated driving technologies.
Kei cars represent over a third of new vehicle sales in Japan, making them an attractive target for electric vehicle innovation. These vehicles are particularly suited for short daily commutes, which diminishes the importance of driving range concerns. EMT is exploring the possibility of utilizing selected Autobacs stores as sales points and has future ambitions to introduce three more electric vehicle models by 2029. Additionally, there are considerations for manufacturing within Japan and eventual expansion into international markets.
As competition in Japan’s kei EV market heats up, other automakers are also making strategic moves. Chinese company BYD is gearing up to launch its Racco kei EV tailored for Japan, while Nissan Motor has broadened its Sakura lineup by offering a more affordable variant. Suzuki Motor intends to release a kei EV in the current fiscal year, and Honda Motor is working on an electric version of its popular N-Box, slated for release in 2028.
The increase in the number of players entering the market underscores the growing momentum in Japan’s small electric vehicle sector. Automakers are keen to capture the attention of urban drivers who are conscious of costs, indicating a vibrant and competitive landscape ahead for kei EVs.