BYD isn’t the only Chinese brand that wants to crack open Japan’s kei car market. Five companies, including China’s Chery Automotive and Japanese car parts giant Autobacs Seven, launched a new EV brand that will launch its first vehicle next year with prices on par with gas cars.
China and Japan team up to form new low-cost EV brand
After BYD introduced “Racco,” its first electric kei car in Japan, China’s Chery Automotive revealed its next in line with its first mini EV set to launch in 2027.
EMT Co announced on Wednesday that it launched a new EV brand, EMTA, a joint venture between five Chinese and Japanese companies, including Chery and Autobacs Seven.
Standing for “Easy, Made To All,” the new brand is designed to address Japan’s unique needs, such as navigating narrow roads and range anxiety on long trips.
EMT CEO He Xiaoqing announced that the first brand will launch its first vehicle, an electric kei car, in Japan in 2027. By 2029, it plans to expand into several segments, offering four vehicles in total tailored to different lifestyles.
Xiaoqing brings over 40 years of experience in the auto industry, having worked with major brands like Ford, SAIC Motor, and Chery Automotive.
By combining advanced Chinese tech and a team that understands the Japanese market, EMTA promises to deliver what it calls “Daily Magic,” or a big break from the ordinary.
The so-called Magic is created through four core technologies: Magic SDV, Magic Sync, Magic EV, and Magic Drive.
Magic SDV (Software-Defined Vehicle) is at the heart of it all, serving as a full-stack platform that will continue to improve over time through OTA updates. The Magic Sync is the in-car connectivity technology that lets you adjust vehicle settings directly from your smartphone.
To meet Japan’s kei car standard as an EV, EMTA said it developed a dedicated platform featuring its latest e-axle.
The platform offers “overwhelming quietness, powerful acceleration, and a driving range sufficient for everyday life,” as well as rapid charging capabilities, the company claimed. However, no specific details were revealed.
Lastly, Magic Drive is an end-to-end L2 advanced driver assistance system that aims for “the highest standards in Japan.”
About one in every three new cars sold in Japan is a kei car, but gas-powered models like the Honda N-Box still dominate the market. BYD and EMT are looking to take advantage of the opportunity with the look of electric options.
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