A new electric vehicle startup, New mini EV brand EMTA, is preparing to enter Japan’s highly competitive kei car market with the launch of its first electric mini-vehicle by 2027. The newly announced EV brand has been created through a cross-border joint venture called EMT Co., bringing together leading Japanese and Chinese automotive and technology companies.
The partnership includes Chinese automaker Chery Automobile Co., Japanese automotive retailer Autobacs Seven Co., battery manufacturer Gotion High-tech, Jiangsu Yueda Group, and Anest Iwata. Together, the companies aim to establish a strong presence in Japan’s rapidly growing electric vehicle sector.
EMTA #01 to Be the First Electric Kei Car
The first model from the New mini EV brand EMTA will be the EMTA #01, a compact five-door electric kei car measuring approximately 3.4 meters in length. The vehicle is being designed specifically for Japanese consumers, with product planning and design specifications led by a Japanese engineering team.
Production of the first model will initially take place at Yueda’s manufacturing facility in China, while the company is also considering shifting future production to Japan after 2030 if market demand grows successfully.
Advanced Smart Features and OTA Technology
The New mini EV brand EMTA plans to equip its vehicles with modern smart technologies, including over-the-air (OTA) software updates that can improve driving performance and cruising range even after delivery. Drivers will also be able to control features such as seat positions and air-conditioning settings directly through smartphone integration.
Expansion Plans and Market Competition
EMT Co. has outlined ambitious expansion plans, targeting the launch of four EV models by 2029, including hatchbacks, SUVs, and minivans. The company will use Autobacs Seven’s nationwide retail and service network, beginning with around 100 sales and service locations across Japan.
Although pricing details have not yet been finalized, the company aims to keep prices competitive with gasoline-powered kei cars. This strategy positions EMTA against domestic rivals like Nissan Sakura and upcoming foreign competitors such as BYD’s compact EV offerings.
As Japan accelerates its push toward electric mobility and autonomous vehicle innovation, the New mini EV brand EMTA could become an important new player in the country’s future EV landscape.
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