Chery to enter Japan market via EMT joint venture – first model is a kei car from new Emta brand, due 2027

Chery has announced it will enter the Japanese market via Electric Mobility Technologies (EMT), a Singapore-based joint venture involving the Chinese automaker, Jiangsu Yueda Group, Autobacs Seven, Gotion and Anest.

According to CarNewsChina, the joint venture will introduce a new brand called Emta in Japan, with the first model being an electric kei car that is set to be launched in 2027. It is said that the model will use Chery’s architecture, electric drive system and ADAS technologies, while Gotion will supply the battery for it.

Meanwhile, production will be handled by Yueda’s Yancheng plant, which also makes Kia and HiPhi cars. Should the brand find success, it may consider establishing a manufacturing plant in Japan after 2030. As for remaining parties in the joint venture, Autobacs Seven will be responsible for sales, while Anest will handle quality support.

The kei car is the first of four Emta models planned for Japan by 2029, with subsequent ones being progressively larger. Based on the teaser image, the brand will also bring to market a hatchback, SUV as well as what appears to be a minivan.

While an official name wasn’t revealed, the wording on the door of a vehicle shown in an image suggests it will be called the Emta #01. Design-wise, it kind of looks like a five-door version of Chery’s QQ Ice Cream, albeit with a different light signature and less expressive apron at the front, as well as smaller side mirrors. Dimensions are 3.4 metres long and 1.48 metres wide.

Aside from taking on kei cars from local Japanese brands, the Emta kei car will also compete against its compatriot, the BYD Racco, which is expected to go on sale in Japan later this year.

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