A new electric vehicle brand has been introduced by a collaboration of Japanese and Chinese automotive companies, with plans to release their first model in 2027. The Yokohama-based company, EMT Co., has unveiled EMTA, a brand that will focus on compact electric kei cars, a significant segment in Japan’s automotive market. This strategic venture includes Japanese firms Autobacs Seven and Anest Iwata, along with Chery Automobile, among other partners.
EMT Co. aims to design and market the kei electric vehicles in Japan while handling manufacturing and design processes in China. The vehicles will feature cutting-edge digital capabilities such as wireless software updates, smartphone integration, and automated driving support. Executives explain that kei cars, which make up over a third of new vehicle sales in Japan, are ideal for electrification given their typical use in short daily commutes, where driving range concerns are minimal.
In addition to its first release, the company plans to introduce three more electric vehicle models by 2029. EMT Co. is considering leveraging selected Autobacs stores as retail outlets for these vehicles. Looking ahead, the company is contemplating manufacturing in Japan and potential expansion into international markets.
The announcement arrives amid growing competition in Japan’s kei EV sector. Chinese automaker BYD is set to launch the Racco kei EV tailored for Japan, while Nissan Motor is expanding its Sakura series with a more affordable variant. Meanwhile, Suzuki Motor is gearing up to launch a kei EV within the current fiscal year, and Honda Motor is developing an electric model of its well-loved N-Box, expected in 2028.
This surge in new entrants underscores the increasing momentum within Japan’s small electric vehicle market, as automakers vie for the attention of budget-conscious city drivers eager for eco-friendly transportation options.