Chery to Enter Japan Market Through EMT Joint Venture With New Emta Electric Kei Car in 2027

KUALA LUMPUR, May 2026 — Chinese automaker Chery is preparing to enter the Japanese market through Electric Mobility Technologies, or EMT, a Singapore-based joint venture formed with several regional and international partners.

According to Paul Tan, the joint venture involves Chery Automobile, Jiangsu Yueda Group, Autobacs Seven, Gotion and Anest. The new venture will introduce a new electric vehicle brand called Emta in Japan, with its first model scheduled to launch in 2027.

The first Emta model will be an electric kei car, a small vehicle category that is highly popular in Japan due to its compact size, lower ownership costs and suitability for urban driving. The model is expected to compete directly with Japanese domestic kei cars as well as upcoming Chinese EV rivals in the same segment.

CarNewsChina reported that Chery holds a 27.27% stake in the EMT joint venture, while Jiangsu Yueda Automobile Group also holds 27.27%. Autobacs Seven and Gotion each hold 18.18%, while Anest holds 9.09%.

Under the partnership, Chery will act as a technology provider. The Emta electric kei car will use Chery’s vehicle architecture, electric drive system and assisted driving technology, giving the new brand access to Chery’s existing EV development experience.

Gotion, a long-term battery partner of Chery, will supply the battery for the Emta vehicle. Meanwhile, production will be handled by Yueda’s Yancheng plant, a manufacturing facility that has previously produced vehicles for Kia and HiPhi.

Autobacs Seven, one of Japan’s well-known automotive retail and service companies, will be responsible for sales channels. Anest will provide quality support, helping the brand adapt its product and service standards for the Japanese market.

The Emta brand is expected to launch its first model in Japan in 2027. If the brand performs well, the joint venture may consider establishing a manufacturing plant in Japan after 2030, according to reports.

The first Emta vehicle has not yet received an official name, but markings shown on teaser images suggest it could be called the Emta #01. The car is expected to be a compact, boxy five-door electric kei car measuring around 3.4 metres long and 1.48 metres wide, matching Japan’s kei car size requirements.

In terms of design, the model appears to share some similarities with Chery’s QQ Ice Cream electric city car, but with a more practical five-door layout, revised lighting design, smaller side mirrors and a simpler front fascia.

The new Emta kei car will be the first of four models planned for Japan by 2029. Based on teaser images, the future line-up could include a hatchback, an SUV and a minivan, with each model expected to be larger than the first kei car.

The move shows Chery’s intention to enter Japan through a more localised and strategic approach rather than simply importing existing Chinese-market models. By working with Japanese sales and quality support partners, EMT may be better positioned to understand local buyer expectations and aftersales standards.

Japan is one of the most difficult automotive markets for foreign brands due to strong loyalty toward local manufacturers such as Toyota, Honda, Nissan, Suzuki, Daihatsu and Mitsubishi. Kei cars are especially competitive because Japanese brands have decades of experience developing small, efficient and affordable vehicles for domestic buyers.

Chery’s strategy through Emta appears to focus on a niche but important segment of the Japanese market. Kei cars remain popular because they are easy to park, efficient to run and suitable for Japan’s narrow urban roads. An electric kei car could appeal to buyers looking for low running costs and city-friendly mobility.

However, the Emta kei car will face strong competition from established Japanese brands as well as new Chinese EV entrants. One of its expected rivals is the BYD Racco, an electric kei car that is also planned for the Japanese market.

CarNewsChina reported that the BYD Racco is expected to enter Japan with a price of around 2.5 million yen, or about US$15,670, placing pressure on Emta to offer strong value, competitive range and reliable aftersales support.

The upcoming competition between Chery-backed Emta and BYD in Japan also reflects the wider expansion of Chinese automakers into overseas markets. Both Chery and BYD are among China’s strongest vehicle exporters, and Japan could become a new battleground for compact electric vehicles.

Chery has been expanding aggressively into international markets in recent years, supported by brands such as Chery, Omoda, Jaecoo and Exeed. The Japanese entry through EMT shows that the company is now aiming to move into one of Asia’s most mature and demanding car markets.

For Chery, success in Japan would carry strong symbolic value. Entering a market known for high-quality engineering and strict consumer expectations could help strengthen the brand’s international credibility if the product performs well.

Still, the challenge will be significant. Japanese buyers often place high importance on reliability, safety, service network and long-term ownership confidence. For a new brand like Emta, building trust will be just as important as offering competitive EV technology.

The involvement of Autobacs Seven could help address some of these challenges, especially in sales and customer support. Meanwhile, Anest’s quality support role may help ensure that vehicles meet Japanese standards before and after launch.

The Emta project also highlights how Chinese automakers are becoming more flexible in their overseas expansion strategies. Instead of relying only on direct exports, companies are increasingly using joint ventures, local partnerships and region-specific products to enter difficult markets.

Chery’s entry into Japan through EMT marks an important step in the company’s global EV strategy. With the Emta electric kei car planned for 2027 and three more models expected by 2029, the joint venture could become a new test case for how Chinese EV technology performs in Japan’s highly competitive small-car market.