A new electric vehicle brand, EMTA, has been unveiled by a consortium of Japanese and Chinese companies, targeting the Japanese market with its debut model set for release in 2027. The Yokohama-based EMT Co. spearheads this initiative, focusing on a compact electric kei car, a highly significant segment in Japan’s automotive industry.
The collaboration includes Japanese firms Autobacs Seven and Anest Iwata, alongside Chery Automobile of China, a battery manufacturer, and other partners. This strategic partnership plans to develop kei EVs that will be conceptualized and marketed in Japan, while their design and production will occur in China. These vehicles will feature cutting-edge digital capabilities, such as wireless software updates, smartphone connectivity, and support for automated driving features.
Kei cars, which represent over a third of new vehicle sales in Japan, provide an enticing opportunity for expanding electric mobility due to their prevalent use for short daily commutes, thereby alleviating concerns about driving range. EMT also considers utilizing selected Autobacs outlets as potential sales channels and aims to introduce three more electric vehicle models by 2029. Future endeavors may include establishing production facilities in Japan and venturing into overseas markets.
This announcement emerges amid growing competition in Japan’s kei EV sector. Chinese automaker BYD is set to release its Racco kei EV tailored for Japanese consumers. Concurrently, Nissan Motor has broadened its Sakura lineup with a more affordable variant. In addition, Suzuki Motor plans to launch a kei EV within the current fiscal year, while Honda Motor is preparing an electric version of its renowned N-Box model, expected in 2028.
The surge of entrants in the market underscores the increasing momentum in Japan’s small electric vehicle sector, as automakers strive to capture the interest of budget-conscious urban drivers. The expanding array of options indicates a robust shift towards electrification within the country’s popular kei car segment.