Chery, a Chinese automaker with impressive global expansions, has set its sights on Japan's kei car segment. The company is participating in a newly established joint venture focused on EVs, which will operate under the Emta brand.
The joint venture, EMT, splits equity between Chery Automobile and Jiangsu Yueda Automobile Group, Japanese retail company Autobacs Seven, Chinese battery maker Gotion, and Japanese industrial painting firm Anest Iwata. The management team includes experienced professionals from Honda, Mazda, and Nissan.
The first model to be launched is the Emta #01, a tiny electric hatchback scheduled to debut in production form in the second half of 2027. This EV adopts a boxy silhouette, clean surfacing, and a face reminiscent of Suzuki with modern LEDs integrated within a covered grille.
The Emta #01 measures 3.4 m (133.9 inches) long, which is similar to Chinese microcars like the Chery QQ Ice Cream. Technical specifications remain under wraps, but the model will ride on Chery underpinnings, likely fitted with a Gotion battery pack.
Production of the EV is scheduled to take place in China, with Autobacs Seven being responsible for sales in Japan. Emta aims to offer it at an affordable price tag, comparable to ICE-powered kei cars.
When it arrives next year, the Emta #1 will be the second kei car of Chinese origin after the BYD Racco. This marks a significant milestone for China's EV exports, which are expected to gain traction in Japan's market.
Following the 2027 launch, Emta plans to expand its lineup with three additional EVs by 2029. The official teaser suggests that those will be a small hatchback, a small crossover, and a minivan.
The long-term goal is to establish a Japanese factory after 2030 if sales targets are met. This would enable Emta to better serve the Japanese market and increase its competitiveness.
Chery's entry into Japan's kei car segment highlights the growing importance of electric vehicles in the country's transportation landscape. As consumers increasingly prioritize sustainability and eco-friendliness, EVs like the Emta #01 are likely to gain popularity.
The success of this new EV model will depend on several factors, including its performance, range, and pricing strategy. If executed correctly, it could help establish Chery as a major player in Japan's kei car market.
Chery's entry into Japan's kei car segment marks an exciting development for the country's electric vehicle market.
