by Chery creates joint venture Emta to sell electric cars in Japan
Chinese automaker Chery, which has shown impressive global expansion in recent years, has decided to enter the Japanese kei-car segment. The company has become a participant in a newly established joint venture focused on producing electric vehicles.
Singapore-based firm EMT (Electric Mobility Technology) is a multi-party alliance distributing shares among Chinese automakers Chery Automobile and Jiangsu Yueda Automobile Group, Japanese retail company Autobacs Seven, Chinese battery manufacturer Gotion, and Japanese industrial painting firm Anest Iwata. The joint venture will operate under the brand Emta, which stands for Easy, Made To All.
First model and future plans
According to Car News China, Emta’s management team includes specialists with experience at Honda, Mazda, and Nissan. He Xiaoqing, who previously held leadership positions at Changan Ford, SAIC, and Chery, has been appointed CEO.
The first model will be the Emta #01 — a tiny electric hatchback, with its serial debut planned for the second half of 2027. The electric car features a boxy silhouette, clean body surfaces, and a front end reminiscent of Suzuki, with modern LED headlights integrated into a closed grille. The car will also have rear sliding doors for convenient access to the cabin.
Emta #01 is 3.4 meters long, similar to Chinese microcars like the Chery QQ Ice Cream. Technical specifications are still under wraps, but the model will be based on a Chery platform, likely with a battery from Gotion. The car is expected to feature modern infotainment systems and connectivity technologies, as well as a Level 2 ADAS driver assistance system.
Production and pricing strategy
Production of the electric car will take place in China, while Autobacs Seven will handle sales in Japan. Emta plans to offer the car at an affordable price, comparable to gasoline kei-cars. When the model arrives next year, the Emta #1 will become the second Chinese-origin kei-car after the BYD Racco.
After its launch in 2027, Emta plans to expand its lineup with three more electric vehicles by 2029. An official teaser hints at a small hatchback, a compact crossover, and a minivan. The long-term goal is to establish a factory in Japan after 2030, provided sales targets are met.
EMTA
This move by Chery demonstrates the strategic desire of Chinese manufacturers to penetrate even the most closed and specific automotive markets, such as the Japanese kei-car segment. Collaboration with local players, notably Autobacs Seven, indicates a deep understanding of the need to adapt to local conditions and distribution. It is worth noting that Emta’s success will depend not only on price but also on its ability to offer quality and service that meet the high standards of Japanese consumers, accustomed to the reliability of local brands. If plans for localization of production after 2030 materialize, it will be a powerful signal of a shift in the global automotive landscape.
