On May 25, a joint venture between five companies, including China’s Chery Automobile Co. and Japan’s Autobacs Seven Co., announced it will launch a new car brand called EMTA. The plan includes introducing a mini electric vehicle to the Japanese market in 2026.
The move marks the entry of a new EV brand into Japan’s auto market, which is seeing increasingly fierce competition in the compact, eco-friendly vehicle segment. EMTA is expected to leverage Chery’s EV production experience along with Autobacs’ distribution and service network in Japan.
The joint venture was established to meet urban mobility demand for small electric vehicles suited to the narrow traffic conditions in Japan’s major cities. Specific details about the upcoming mini EV, including price and specifications, have not yet been disclosed.
