{"id":186878,"date":"2026-05-29T09:46:13","date_gmt":"2026-05-29T07:46:13","guid":{"rendered":"https:\/\/newmobility.news\/?p=186878"},"modified":"2026-05-29T09:46:13","modified_gmt":"2026-05-29T07:46:13","slug":"japan-has-a-new-ev-brand-but-its-not-really-japanese","status":"publish","type":"post","link":"https:\/\/newmobility.news\/fr\/2026\/05\/29\/japan-has-a-new-ev-brand-but-its-not-really-japanese\/","title":{"rendered":"Le Japon a une nouvelle marque de v\u00e9hicules \u00e9lectriques, mais elle n'est pas vraiment japonaise"},"content":{"rendered":"

Le march\u00e9 japonais des voitures \"kei\", \u00e9troitement prot\u00e9g\u00e9, est-il pr\u00eat \u00e0 \u00eatre secou\u00e9 ? Il y a un nouvel enfant sur le march\u00e9 de Tokyo, puisque la nouvelle marque EMTA a annonc\u00e9 son intention d'obtenir sa part des c\u00e9l\u00e8bres petites voitures abordables du pays. Il y a une tentative d\u00e9lib\u00e9r\u00e9e de ne pas avoir l'air chinois, mais la r\u00e9alit\u00e9 - bien s\u00fbr - est diff\u00e9rente.<\/p>\n

Le premier mod\u00e8le - qui devrait s'appeler EMTA #01 - est une voiture kei \u00e9lectrique compacte et verticale, mesurant 3,4 m\u00e8tres de long et 1,48 m\u00e8tre de large. En termes de proportions et de style, il n'est pas difficile de remarquer l'air de famille avec la citadine Chery QQ Ice Cream. Ses phares en bloc, ses montants noircis et son pare-chocs minimaliste trahissent les liens de parent\u00e9. Il est surprenant de constater que les r\u00e9troviseurs lat\u00e9raux sont dot\u00e9s d'une cam\u00e9ra plut\u00f4t que d'une vitre traditionnelle.<\/p>\n

Rejoindre le BYD Racco\u00a0<\/span><\/h4>\n

Compte tenu de ses origines chinoises, l'EMTA #01 suivra les traces de sa cons\u0153ur, la BYD Racco, qui fait son entr\u00e9e sur le march\u00e9 japonais en tant que premi\u00e8re alternative \u00e9trang\u00e8re aux micro-voitures de 600 cm3 de Honda, Suzuki et Toyota qui peuplent les m\u00e9gapoles du pays.<\/p>\n

Le prix n'a pas \u00e9t\u00e9 annonc\u00e9. L'intention d\u00e9clar\u00e9e est d'\u00e9galer les voitures kei \u00e0 essence, ce qui se traduit par un prix d'environ 15 000 euros.<\/p>\n

Mais qui se cache derri\u00e8re EMTA ? La nouvelle marque est le fruit d'une coentreprise appel\u00e9e Electric Mobility Technologies (EMT), enregistr\u00e9e \u00e0 Singapour. Elle regroupe pas moins de cinq entreprises, avec une structure d'actionnariat qui indique clairement ce que chacune d'entre elles apporte \u00e0 la table.<\/p>\n

Chery m\u00e8ne la danse<\/h4>\n

Chery d\u00e9tient 27,27%, soit la m\u00eame participation que son partenaire chinois, Jiangsu Yueda Automobile Group. L'usine de Yueda \u00e0 Yancheng - qui abritait auparavant la production de Kia et de HiPhi - construira les voitures. Autobacs Seven, la c\u00e9l\u00e8bre cha\u00eene japonaise de vente au d\u00e9tail de pi\u00e8ces automobiles, d\u00e9tient 18,18% et g\u00e8re le r\u00e9seau de vente. Le fabricant chinois de batteries Gotion d\u00e9tient \u00e9galement 18,18% et fournit les cellules. Enfin, le fabricant japonais d'\u00e9quipements de pr\u00e9cision et de rev\u00eatement Anest Iwata a sign\u00e9 pour la part restante de 9,09%.<\/p>\n

Les \u00e9l\u00e9ments les plus importants - la technologie et l'architecture de la plate-forme - sont fournis par Chery. Mais la soci\u00e9t\u00e9 a d\u00e9clar\u00e9 publiquement qu'elle ne serait pas impliqu\u00e9e dans les op\u00e9rations quotidiennes. La marque est g\u00e9r\u00e9e depuis Yokohama. L'\u00e9quipe de conception s'appuie sur des anciens de Honda et de Mazda. Le PDG, He Xiaoqing, est un ancien pr\u00e9sident de Changan Ford.<\/p>\n

Gamme de quatre mod\u00e8les<\/h4>\n

L'EMTA #1 est peut-\u00eatre petit, mais ne vous m\u00e9prenez pas sur ses prouesses techniques. Il repose sur une plateforme de v\u00e9hicule d\u00e9finie par logiciel avec une capacit\u00e9 de mise \u00e0 jour OTA compl\u00e8te. L'entreprise a \u00e9galement d\u00e9velopp\u00e9 une plate-forme d'essieu \u00e9lectrique d\u00e9di\u00e9e au format kei, qui promet une acc\u00e9l\u00e9ration rapide et une autonomie quotidienne, bien qu'aucun chiffre pr\u00e9cis n'ait \u00e9t\u00e9 communiqu\u00e9. Un syst\u00e8me ADAS a \u00e9galement \u00e9t\u00e9 d\u00e9velopp\u00e9 pour r\u00e9pondre aux normes de s\u00e9curit\u00e9 japonaises.<\/p>\n

Le projet d'EMTA ne se limite pas \u00e0 #01. D'ici 2029, la marque a l'intention de produire quatre mod\u00e8les au total : la voiture kei d'abord, suivie d'une voiture \u00e0 hayon, d'un SUV et d'un monospace. Chaque segment, chaque groupe motopropulseur est optimis\u00e9 pour les besoins sp\u00e9cifiques du Japon : rues \u00e9troites, autonomie quotidienne r\u00e9duite et... faible taux d'adoption des VE.<\/p>\n

Les enjeux sont importants : Le Japon est l'un des march\u00e9s automobiles les plus difficiles de la plan\u00e8te pour les \u00e9trangers. Les marques nationales repr\u00e9sentaient environ 95% des ventes de v\u00e9hicules neufs en 2025. Les kei cars (micro-v\u00e9hicules relevant de la cat\u00e9gorie r\u00e9glementaire japonaise des 660cc\/BEV) repr\u00e9sentent environ une voiture neuve vendue sur trois. C'est dans ce segment que la fid\u00e9lit\u00e9 \u00e0 la marque japonaise est la plus profond\u00e9ment ancr\u00e9e. Il faudra un marketing astucieux pour convaincre les foules japonaises.<\/p>","protected":false},"excerpt":{"rendered":"

Is Japan’s tightly guarded kei car market ready for a shake-up? There\u2019s a new kid on Tokyo\u2019s block, as the fresh brand EMTA has announced its intention to get its slice of the nation\u2019s famous small and affordable cars. There\u2019s a very deliberate attempt not to look Chinese, but the reality – of course – […]<\/p>\n","protected":false},"author":715,"featured_media":186880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[77160,16,77197,77169,7,8,6,4],"tags":[],"class_list":["post-186878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-china","category-industry","category-japan","category-market","category-mobility","category-product","category-technology","category-top-stories-today"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=1200%2C675&ssl=1",1200,675,false],"thumbnail":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=300%2C169&ssl=1",300,169,true],"medium_large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=640%2C360&ssl=1",640,360,true],"large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=640%2C360&ssl=1",640,360,true],"1536x1536":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=1200%2C675&ssl=1",1200,675,true],"2048x2048":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=1200%2C675&ssl=1",1200,675,true],"trp-custom-language-flag":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=18%2C10&ssl=1",18,10,true],"related-thumb":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=640%2C480&ssl=1",640,480,true],"gform-image-choice-sm":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=300%2C300&ssl=1",300,300,true],"gform-image-choice-md":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=400%2C400&ssl=1",400,400,true],"gform-image-choice-lg":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=600%2C600&ssl=1",600,600,true],"mailchimp":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?fit=560%2C315&ssl=1",560,315,true],"unipress-phone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=640%2C100&ssl=1",640,100,true],"unipress-tablet":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=1200%2C240&ssl=1",1200,240,true],"unipress-tablet-portrait":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=1200%2C180&ssl=1",1200,180,true],"unipress-tablet-landscape":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=1200%2C180&ssl=1",1200,180,true],"unipress-smartphone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=1080%2C168&ssl=1",1080,168,true],"unipress-wide-screen":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg?resize=1200%2C180&ssl=1",1200,180,true]},"post_excerpt_stackable_v2":"

Is Japan’s tightly guarded kei car market ready for a shake-up? There\u2019s a new kid on Tokyo\u2019s block, as the fresh brand EMTA has announced its intention to get its slice of the nation\u2019s famous small and affordable cars. There\u2019s 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\u2019s not difficult to spot the family resemblance to the…<\/p>\n","category_list_v2":"China<\/a>, Industry<\/a>, Japan<\/a>, Market<\/a>, Mobility<\/a>, Product<\/a>, Technology<\/a>, Top Stories Today<\/a>","author_info_v2":{"name":"Piet Andries","url":"https:\/\/newmobility.news\/fr\/author\/piet-andriesgmail-com\/"},"comments_num_v2":"0 comments","yoast_head":"\nJapan has a new EV brand, but it\u2019s not really Japanese - newmobility.news<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newmobility.news\/fr\/2026\/05\/29\/japan-has-a-new-ev-brand-but-its-not-really-japanese\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Japan has a new EV brand, but it\u2019s not really Japanese - newmobility.news\" \/>\n<meta property=\"og:description\" content=\"Is Japan’s tightly guarded kei car market ready for a shake-up? There\u2019s a new kid on Tokyo\u2019s block, as the fresh brand EMTA has announced its intention to get its slice of the nation\u2019s famous small and affordable cars. There\u2019s a very deliberate attempt not to look Chinese, but the reality – of course – […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/newmobility.news\/fr\/2026\/05\/29\/japan-has-a-new-ev-brand-but-its-not-really-japanese\/\" \/>\n<meta property=\"og:site_name\" content=\"newmobility.news\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/search\/top\/?q=newmobility.news\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-29T07:46:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/newmobility.news\/wp-content\/uploads\/2026\/05\/Chery-Emta-for-Japan-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Piet Andries\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@jorisvry\" \/>\n<meta name=\"twitter:site\" content=\"@jorisvry\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Piet Andries\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/\"},\"author\":{\"name\":\"Piet Andries\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/#\\\/schema\\\/person\\\/4f0a0e407f0ee24ec763e67b0a5840a5\"},\"headline\":\"Japan has a new EV brand, but it\u2019s not really Japanese\",\"datePublished\":\"2026-05-29T07:46:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/\"},\"wordCount\":591,\"publisher\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/newmobility.news\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Chery-Emta-for-Japan-2.jpg?fit=1200%2C675&ssl=1\",\"articleSection\":[\"China\",\"Industry\",\"Japan\",\"Market\",\"Mobility\",\"Product\",\"Technology\",\"Top Stories Today\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/\",\"url\":\"https:\\\/\\\/newmobility.news\\\/2026\\\/05\\\/29\\\/japan-has-a-new-ev-brand-but-its-not-really-japanese\\\/\",\"name\":\"Japan has a new EV brand, but it\u2019s not really Japanese - 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