Chinese automaker Chery continues its active global expansion, and its attention is now focused on the Japanese kei car market. The company is participating in a new joint venture focused on electric vehicles, one of the most protected segments of this closed market.
Structure of the Emta Joint Venture
Singapore-based company EMT (Electric Mobility Technology) unites five participants. The alliance includes Chery and Chinese automaker Jiangsu Yueda Automobile Group, Japanese retailer Autobacs Seven, Chinese battery manufacturer Gotion, and Japanese industrial painting company Anest Iwata. The brand is named Emta, which stands for Easy, Made To All.
Details: According to Car News China, Emta has recruited executives from Honda, Mazda, and Nissan to its team. The CEO is He Xiaoqing, who previously held senior positions at Changan Ford, SAIC, and Chery itself.
First Model — Emta #01
The first model will be the Emta #01 — a small electric hatchback set to enter series production in the second half of 2027. The car’s design is angular and minimalist, with LED graphics on a closed grille, resembling Suzuki more than its Chinese counterparts. Rear sliding doors simplify access to the cabin, which is intended to be as spacious as possible by kei car standards.
The Emta #01 is 3.4 meters long, placing it in the same league as Chinese microcars like the Chery QQ Ice Cream. Technical specifications have not yet been disclosed, but it is known that the car will be based on a Chery platform and will most likely be equipped with a Gotion battery. It is expected to feature modern infotainment systems, connectivity technologies, and a Level 2 ADAS (Advanced Driver-Assistance Systems).
Production and Future Plans
Production of the model will be set up in China, while sales in Japan will be handled by Autobacs Seven. Emta aims to set a price close to that of traditional internal combustion engine kei cars. When the Emta #01 hits the market next year, it will become only the second kei car of Chinese origin after the BYD Racco.
After the 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 small crossover, and a minivan. The long-term goal is to build its own factory in Japan after 2030, provided sales targets are met.
Thus, Chery is making a serious bid for one of the world’s most challenging automotive markets. The Japanese kei car segment has traditionally been dominated by local players, primarily Suzuki and Daihatsu, who have spent decades refining their products to meet the specific requirements and preferences of Japanese buyers. The emergence of an electric competitor from China, offering modern technology and potentially lower prices, could significantly shift the balance of power. However, success will depend not only on the car’s specifications but also on Emta’s ability to build trust in a new brand and establish an effective service network in a country where loyalty to local manufacturers is extremely high. Plans to localize production after 2030 indicate long-term intentions, but first, the company needs to prove the viability of its products in this demanding market.