A new player is set to enter Japan’s electric vehicle scene as a collaborative effort between Japanese car companies and China’s Chery Automobile has given rise to a fresh electric vehicle (EV) brand. EMT Co., based in Yokohama, has unveiled the EMTA brand, with plans to launch their first electric model in 2027. This initiative specifically targets the compact kei car sector, a crucial segment in the Japanese automotive market.
The venture is a result of a partnership that includes Japanese companies Autobacs Seven and Anest Iwata, along with Chery Automobile and a battery manufacturer, among others. EMT Co. plans to handle the planning and marketing of the new kei EV in Japan, while the design and manufacturing processes will take place in China. The vehicles will be equipped with cutting-edge digital features, such as wireless software updates, smartphone integration, and support for automated driving capabilities.
Kei cars, which are known for their compact size and efficiency, represent over a third of new car sales in Japan, making this segment particularly appealing for advancements in electric mobility. Given that these vehicles are predominantly used for short daily commutes, issues related to driving range are perceived as less critical. EMT Co. is also contemplating utilizing select Autobacs stores as potential sales outlets and has set its sights on releasing three more electric models by 2029, with future ambitions including potential manufacturing in Japan and expansion into international markets.
This move comes amid a surge in competition within Japan’s kei EV market. Chinese automaker BYD is gearing up to introduce its Japan-specific Racco kei EV, while Nissan Motor has recently expanded its Sakura lineup with a more affordable variant. Additionally, Suzuki Motor is planning a kei EV launch within the current fiscal year, and Honda Motor is working on an electric version of its well-liked N-Box model, slated for a 2028 release.
The increasing number of entrants underscores a growing momentum in Japan’s small electric vehicle sector, with automakers striving to capture the interest of cost-conscious urban consumers. As the market becomes more crowded, innovation in technology and marketing strategies will likely play a crucial role in determining which brands come out on top in the race for Japan’s electric future.