{"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\/nl\/2026\/05\/29\/japan-has-a-new-ev-brand-but-its-not-really-japanese\/","title":{"rendered":"Japan heeft een nieuw EV-merk, maar het is niet echt Japans"},"content":{"rendered":"Is de streng bewaakte Japanse kei-automarkt klaar voor een omwenteling? Er is een nieuwkomer in Tokio: het jonge merk EMTA heeft namelijk aangekondigd een graantje mee te willen pikken van de beroemde kleine en betaalbare auto\u2019s in het land. Er wordt heel bewust geprobeerd om niet Chinees over te komen, maar de realiteit is \u2013 <div class=\"leaky_paywall_message_wrap\"><div id=\"leaky_paywall_message\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"nag_logo\" src=\"https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2022\/02\/nmn-logo-long-transparent-small-4.png?w=300&#038;ssl=1\"  alt=\"Nieuws over nieuwe mobiliteit\" \/>\r\n\r\n<h2 class=\"text-center\">\r\n\tLees dit artikel nu gratis!\r\n<\/h2>\r\nRegistreer een gratis account en krijg toegang tot dit artikel en haal meer uit New Mobility.\r\n\n\t\t<div id=\"leaky-paywall-quick-register\" class=\"inline\">\n\t\t\t<form id=\"leaky-paywall-quick-register-form\" method=\"POST\" action=\"\" data-trp-original-action=\"\">\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<p class=\"form-field email-field\">\n\t\t\t\t\t<label for=\"email\">E-mail<\/label>\n\t\t\t\t\t<input class=\"email\" type=\"email\" name=\"email\" placeholder=\"Voer uw e-mailadres in\" value=\"\" required>\n\t\t\t\t<\/p>\n\n\t\t\t\t\t\t\t\t\t<p class=\"form-field password-field\">\n\t\t\t\t\t\t<label for=\"password\">Wachtwoord<\/label>\n\t\t\t\t\t\t<input class=\"password\" type=\"password\" name=\"password\" placeholder=\"Maak een wachtwoord aan\" value=\"\" required>\n\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t<input name=\"company_url\" type=\"text\" value=\"\" autocomplete=\"off\" tabindex=\"-1\" style=\"display:none !important; position:absolute; left:-9999px;\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"level_id\" value=\"20\">\n\n\t\t\t\t<input type=\"submit\" value=\"Registreer gratis\">\n\n\t\t\t\t\n\t\t\t<input type=\"hidden\" name=\"trp-form-language\" value=\"nl\"\/><\/form>\n\n\t\t\t<div id=\"leaky-paywall-quick-register-errors\"><\/div>\n\t\t<\/div>\n\n\r\n\r\n<p class=\"text-center\"><strong>\u2014 OF \u2014<\/strong>\r\n\r\n<p class=\"text-center\"><strong>Nu abonneren<\/strong> Krijg onbeperkte toegang tot de originele content van onze uitgeverspartners, ontvang meldingen over het laatste nieuws en krijg dagelijks een zakelijk overzicht, samengesteld door onze gespecialiseerde journalisten, met de belangrijkste artikelen over uw sector die u moet lezen.<\/p>\r\n\r\n<div class=\"nag_buttons\">\r\n\t<a class=\"button\" href=\"https:\/\/newmobility.news\/nl\/abonnement\/\">Nu abonneren<\/a> \r\n\t<span class=\"nag_button_divider\"> of <\/span> \r\n\t<a href=\"https:\/\/newmobility.news\/nl\/log-in\/\">AANMELDEN<\/a>\r\n<\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Is Japan&#8217;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 &#8211; Read this article [&hellip;]<\/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_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":"<p>Is Japan&#8217;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 &#8211; Read this article now for free! Register a free account and gain access to this article and get more from New Mobility Email Password \u2014 OR \u2014 Subscribe now Get unlimited access to the original content of our publishing partners, be alerted on breaking news and get a&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/newmobility.news\/nl\/category\/china\/\" rel=\"category tag\">China<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/industry\/\" rel=\"category tag\">Industry<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/japan\/\" rel=\"category tag\">Japan<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/market\/\" rel=\"category tag\">Market<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/mobility\/\" rel=\"category tag\">Mobility<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/product\/\" rel=\"category tag\">Product<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/technology\/\" rel=\"category tag\">Technology<\/a>, <a href=\"https:\/\/newmobility.news\/nl\/category\/top-stories-today\/\" rel=\"category tag\">Top Stories Today<\/a>","author_info_v2":{"name":"Piet Andries","url":"https:\/\/newmobility.news\/nl\/author\/piet-andriesgmail-com\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Japan 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\/nl\/2026\/05\/29\/japan-has-a-new-ev-brand-but-its-not-really-japanese\/\" \/>\n<meta property=\"og:locale\" content=\"nl_BE\" \/>\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&#039;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 - Read this article [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/newmobility.news\/nl\/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=\"Geschreven door\" \/>\n\t<meta name=\"twitter:data1\" content=\"Piet Andries\" \/>\n\t<meta name=\"twitter:label2\" content=\"Geschatte leestijd\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuten\" \/>\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\\\/a5b306e499388c9ea0a3a4f6704d7081\"},\"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\":\"nl-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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