Chery-backed EMTA to launch electric kei car in Japan 2027

A new joint venture backed by Chinese automaker Chery Automobile is preparing to enter Japan’s kei car market with a compact electric vehicle, marking a significant push by Chinese manufacturers into a segment long dominated by domestic Japanese brands. The venture, operating under the brand name EMTA, is a Singapore-based alliance between Chinese and Japanese companies and plans to launch its first model in the second half of 2027.

The EMTA joint venture brings together expertise from across the automotive supply chain. Chery and Chinese manufacturing group Jiangsu Yueda Automobile Group each hold a 27.27 percent stake. Japanese automotive retailer Autobacs Seven and Chinese battery maker Gotion High-tech each own 18.18 percent, with the remaining 9.09 percent held by Japanese industrial firm Anest Iwata. The company stated that EMTA is used as a brand name, with "Easy, Made To All" serving as its slogan.

The first model, which prototype images suggest may be called the EMTA 01, is a boxy, fully electric hatchback designed to meet Japan’s strict kei car regulations, which govern vehicle dimensions and engine power. The vehicle measures approximately 3.4 meters long and 1.48...