Chery is on its way to introducing a fully electric (EV) kei car (micro car) in Japan. The Chinese carmaking giant, through EMT, a Chery joint venture company, has unveiled the Emta K-Car (Kei Car). The new model is set to make its market debut in Japan by 2027, competing in the unique super-mini category alongside Japanese carmakers as well as Chinese EV leader BYD.
Emta is a new car brand established under Electric Mobility Technologies (EMT) that’s based in Singapore. The brand Emta itself is also a joint venture — established by Chery along with four other partners, including China’s Jiangsu Yueda Automobile Group and Gotion, along with Japan’s Autobacs Seven (the car parts retailer), and Anest Iwata. According to CarNewsChina, officials clarified that “Emta” is not an abbreviation but rather the official name for its new car company.
While Chery stands as the majority shareholder (27.27%), it will only act as a technology provider. Emta will be making use of Chery’s architecture, electric drive system, and assisted driving tech. Production will reportedly take place at the company’s Yancheng plant, which previously produced Kia and HiPhi vehicles. Further developments for the car will commence in both China and Japan.
For now, not much is known about the car just yet, not even its official name. Though initial images show that the car, obviously, will carry rather boxy proportions all around. The front sports boxy daytime running lights (DRL), a simplistic and upright front facia, four-spoke dual-tone wheels, and a dual-tone roof.
There is also a black bar running across the rear section, hinting at the possibility of rear sliding doors. Additionally, CarNewsChina reports that the Emta Kei Car will measure 3.4 meters, with a width of 1.48 meters — in line with Japan’s Kei Car restrictions.
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According to a report from Nikkei Asia, EMT Chief Executive Officer (CEO) He Xiaoqing emphasised that the EMTA brand will be focused on the Japanese market only. The company aims to price the upcoming model “comparable to gasoline-powered kei cars.” For context, the Honda N-Box, Japan’s best-selling kei car, is priced from JPY1.74 million (approx. RM43k).
As mentioned above, the new Kei car is scheduled to make its market debut in Japan by 2027. The company is looking to establish 100 locations for sales and service combined upon its official launch, with Autobacs Seven responsible for its sales channels.
Looking further into the future, EMT also plans to debut three more electric models in Japan by 2029. This lineup will comprise a new hatchback, an SUV, and a minivan to accompany the announced Kei Car.
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