Is Japan’s tightly guarded kei car market ready for a shake-up? There’s a new kid on Tokyo’s block, as the fresh brand EMTA has announced its intention to get its slice of the nation’s famous small and affordable cars. There’s a very deliberate attempt not to look Chinese, but the reality – of course – is different.
The first model – expected to be called the EMTA #01 – is a compact, upright electric kei car, measuring 3.4 meters long and 1.48 meters wide. In terms of proportions and styling, it’s not difficult to spot the family resemblance to the Chery QQ Ice Cream city car. Its blocky headlights, the blackened pillars, and a minimalist bumper betray the family ties. Surprisingly, it looks like the side mirrors are camera-based rather than traditional glass units.
Joining the BYD Racco
Given its Chinese roots, the EMTA #01 will follow in the footsteps of its fellow newcomer, the BYD Racco, which is entering the Japanese market as the first foreign alternative to the 600cc microcars from Honda, Suzuki, and Toyota that fill the country’s megacities.
Pricing has not been announced. The stated intent is to match gas-powered kei cars, which translates into a ticker price of roughly 15,000 euros.
But who is behind EMTA? The new brand is the brainchild of a joint venture called Electric Mobility Technologies (EMT), which is registered in Singapore. It involves no fewer than five companies, with a shareholding structure that makes clear exactly what each one brings to the table.
Chery leads the dance
Chery holds 27.27%, matching its fellow Chinese partner, Jiangsu Yueda Automobile Group, at the same stake. Yueda’s Yancheng plant – previously home to Kia and HiPhi production – will build the cars. Autobacs Seven, Japan’s well-known auto parts retail chain, takes 18.18% and handles the sales network. Chinese battery maker Gotion also holds 18.18% and supplies the cells. And finally, Japanese coating and precision equipment maker Anest Iwata signed for the remaining 9.09% share.
The most important bits – the technology and platform architecture – are delivered by Chery. But the company has publicly stated it will not be involved in day-to-day operations. The brand is run from Yokohama. The design team draws on alumni from Honda and Mazda. The CEO, He Xiaoqing, is a former president of Changan Ford.
Four-model lineup
Now, the EMTA #1 might be small, but don’t be mistaken about its technical prowess. It sits on a software-defined vehicle platform with full OTA update capability. The company has also developed a dedicated e-axle platform for the kei format, which promises quick acceleration and everyday range, though no specific figures have been released. There’s also an ADAS system developed to meet Japanese safety standards.
EMTA’s plan is not limited to #01. By 2029, the brand intends to field four models in total: the kei car first, followed by a hatchback, an SUV, and a minivan. Each segment, each powertrain, optimized for Japan’s specific needs: narrow streets, short daily ranges, and… notoriously low EV adoption.
The stakes are high: Japan is one of the toughest car markets on the planet for outsiders. Domestic brands accounted for roughly 95% of new vehicle sales in 2025. And kei cars (micro-vehicles that fall under Japan’s specific 660cc/BEV regulatory class) account for approximately one in every three new cars sold. This is the segment where Japanese brand loyalty is most deeply rooted. It will take some clever marketing to persuade the Japanese crowds.
