The EMTA #01 is the first model from EMTA, a new brand created specifically to sell electric kei cars in Japan. It is the product of a joint venture between Chery Automobile (27.27%), Jiangsu Yueda Automobile Group (27.27%), Japanese car-parts retailer Autobacs Seven (18.18%), battery maker Gotion (18.18%) and Anest (9.09%), with Chery acting as the technology provider for the platform and driver-assistance systems. The #01 was teased in mid-2026 ahead of a planned 2027 launch, positioning it as a rival to BYD’s own kei-class EV for Japan.
At 3,400 mm long and 1,480 mm wide, the #01 fits within Japan’s kei-car dimension limits. Its styling - blocky headlight units, blackened pillars, a minimalist bumper and unusually small door mirrors that may be camera units - has drawn comparisons to a five-door version of the Chery QQ Ice Cream. EMTA says the car will offer “collision safety performance of large vehicles” despite its kei-class footprint. A Gotion-supplied battery is confirmed, but EMTA has not disclosed battery capacity, motor output, range or pricing.
The #01 is planned to be built at Jiangsu Yueda’s plant in Yancheng, China - a factory that previously produced Kia and HiPhi vehicles - before being exported to Japan. EMTA has outlined plans for four models in total by the end of 2029, including a crossover and a minivan alongside the #01 hatchback, with local production in Japan a possibility if the brand gains traction.
