Chery forms Emta joint venture to sell EVs in Japan. The first model lands in H2 2027 with modern styling. The lineup will expand with three more EVs by 2029. Chery is a Chinese brand with an impressive global expansions over the past years, and since the world keeps buying, the sky’s the limit. The company has now set its sights on Japan’s kei car segment, participating in a newly established joint venture focused on EVs. Singapore-based firm EMT (Electric Mobility Technology) is a multi-party alliance splitting equity between Chinese automakers Chery Automobile and Jiangsu Yueda Automobile Group, Japanese retail company Autobacs Seven, Chinese battery maker Gotion, and Japanese industrial painting firm Anest Iwata. The joint venture will operate under the Emta brand, which is short for Easy, Made To All. More: Chery Borrowed The RS6’s Face, The A5’s Profile, And The A7’s Tail, All On One Sedan As reported by Car News China, Emta’s management team includes people with experience at Honda, Mazda, and Nissan. The CEO is He Xiaoqing, whose background includes executive roles at Changan Ford, SAIC, and Chery. The first model will be the Emta #01, a tiny electric hatchback scheduled to debut in production form in the second half of 2027. The EV adopts a boxy silhouette, clean surfacing, and a face reminiscent of Suzuki with modern LEDs integrated within a covered grille. It also has rear sliding doors, allowing easier access to the cabin. The Emta #01 measures 3.4 m (133.9 inches) long, which is similar to Chinese microcars like the Chery QQ Ice Cream. Technical specifications remain under wraps, but the model will ride on Chery underpinnings, likely fitted with a Gotion battery pack. It is also expected to offer the latest infotainment and connectivity tech, along with Level 2 ADAS. More: BYD’s Tiny EV Has Japan’s Best-Selling Kei Car Rethinking Its Entire Future Production of the EV is scheduled to take place in China, with Autobacs Seven being responsible for sales in Japan. Emta wants to offer it at an affordable price tag, comparable to ICE-powered kei cars. When it arrives next year, the Emta #1 will be the second kei car of Chinese origin after the BYD Racco. Following the 2027 launch, Emta plans to expand its lineup with three additional EVs by 2029. The official teaser suggests that those will be a small hatchback, a small crossover, and a minivan. The long-term goal is to establish a Japanese factory after 2030 if sales targets are met. EMTA
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