China’s Chery and Japan’s Autobacs Seven launch EMTA, an electric kei‑car brand targeting Japan’s compact‑car market. Discover the future today!
Background: A cross‑border partnership
Chinese automaker Chery and Japan’s Autobacs Seven, together with three other partners, have created a new joint venture called EMT. Based in Yokohama, Kanagawa, the venture aims to roll out a line of electric kei‑cars under the brand name EMTA (Easy, Made To All).
Roadmap to market
The first EMTA model is slated for a 2027 debut, priced competitively with conventional gasoline kei‑cars. By 2029 the company plans to launch four distinct models and start exporting to overseas markets.
Technology that powers “daily magic”
EMTA’s vehicles will be built around four core technologies:
- Magic SDV – a software‑defined vehicle platform that receives over‑the‑air updates, keeping the car’s performance and features fresh.
- Magic Sync – seamless smartphone integration that lets drivers adjust settings, navigation and climate control from their mobile device.
- Magic EV – a purpose‑built electric drivetrain engineered to meet Japan’s strict kei‑car dimensions and range expectations.
- Magic Drive – Level‑2 driver‑assist functions, including adaptive cruise control and lane‑keeping assistance.
Why the Japanese kei‑car market matters
Kei‑cars account for roughly one‑third of all new vehicle registrations in Japan. Yet the segment is still dominated by gasoline models such as the Honda N‑Box. EMTA sees a clear opening for compact, zero‑emission alternatives that can navigate narrow streets while alleviating range‑anxiety on longer trips.
Leadership and expertise
EMT’s chief executive, He Xiaoqing, brings more than four decades of automotive experience, having held senior roles at Ford, SAIC and Chery. His cross‑continental background is expected to blend Chinese battery and software know‑how with Japanese market insight.
Looking ahead
With the joint venture’s headquarters just south of Tokyo, EMTA is positioning itself at the intersection of advanced Chinese EV technology and the uniquely regulated Japanese market. If the 2027 launch hits the mark, the brand could set a new benchmark for affordable, city‑friendly electric mobility.
Stay tuned for updates as EMTA prepares to reshape Japan’s compact‑car landscape.