Chery Targets Japan's Kei Car Market with New Emta Brand

What is the new Emta brand?

Emta is a new electric vehicle (EV) brand formed through a partnership of five companies, specifically targeting the Japanese market.

Partner roles behind the Emta launch

Partner	Origin	Role
Chery	China	Major stakeholder providing vehicle platforms and electric drive hardware
Jiangsu Yueda	China	Manufacturing partner
Autobacs Seven	Japan	Sales-related partner and local market support
Gotion	China	Battery supplier
Anest	Japan	Machinery and quality-control support

What is Emta's first vehicle?

The first model from Emta is an electric city car built to Japan's "kei car" regulations. Kei cars are a specific category of small vehicles in Japan, defined by strict size and engine displacement limits, which grants them tax and insurance advantages. The Emta vehicle is a boxy runaround measuring 3.4 meters long, designed for urban environments.

It will compete directly with established models in this popular segment, such as the Honda N-Box and Nissan Sakura.

What are the technical details of this new kei car?

The new kei car combines Chery's EV hardware with a Gotion battery and is expected to borrow heavily from the existing QQ Ice Cream microcar.

Expected technical setup at a glance

1

Electric platform source

The vehicle is expected to use Chery's electric drive technology and shared components from the QQ Ice Cream microcar.

2

Battery supply

Gotion is set to provide the battery pack for the model.

3

Expected output and range

If the shared-component assumption holds, it may have a 27-horsepower front-mounted motor and about 100 miles of range for city use.

4

Initial assembly location

The first cars are planned to be assembled in China by Yueda.

How does this car fit into the current market?

Emta is entering one of Japan's most competitive automotive segments. The kei car market accounts for about one-third of all car sales in the country and has been historically dominated by domestic manufacturers. Emta's entry represents a significant move by a foreign-backed brand to challenge this status quo. It follows a similar attempt by another major Chinese automaker, BYD, indicating a growing trend of new players targeting this specialized market.

What are the future plans for the Emta brand?

Following the launch of its initial kei car, Emta plans a broader push that depends heavily on early market acceptance.

Planned rollout through 2029

Initial launch

Emta starts with a kei car tailored to the Japanese market.

Lineup expansion by 2029

Three more models are planned: a supermini, a small crossover, and an MPV.

Possible local production

If the brand gains traction, production could shift from China to a factory in Japan, signaling a longer-term commitment.