EMTA

🇯🇵 Japan

New kei-car brand preparing to launch in Japan in 2027, developed with Chinese partners including Chery. First model is an electric kei hatchback, with three more planned.

News

China Targets Japan's Kei-Car Market: BYD Racco and New Brand EMTA

Chinese makers are aiming at one of the most closed niches in the Japanese market - kei cars. Two China-linked projects are preparing to launch in Japan: BYD's Racco kei microvan and EMTA, a new Chery-backed brand.

30 May 2026

About

EMTA is a new automotive brand aimed at Japan’s kei-car segment, with its first model due in 2027. It is being developed with several Chinese companies, including Chery, which supplies the platform and driver-assistance systems. The debut model is an electric kei-class hatchback; EMTA has outlined three further models - a compact hatchback, a crossover, and a minivan - with local Japanese production possible if the brand gains traction.

Frequently asked questions

What country is EMTA from?

EMTA is a Japanese brand.

What kind of cars does EMTA make?

EMTA makes electric kei-class cars for Japan.