Five companies, including Chinese automaker Chery and Japanese retailer AutoBacs Seven, announced the launch of a new automobile brand called EMTA on Wednesday [1].
The venture represents a strategic effort to penetrate the Japanese automotive market by combining Chinese manufacturing scale with established local retail networks [2].
The partnership, led by EMT President 何暁慶, consists of five companies in total [1]. The joint venture will be established in Yokohama, Japan [3]. The brand, reported as EMTA by some sources and EMT by others, aims to provide a fresh alternative for Japanese consumers [1, 3].
"A completely new automobile brand for Japanese consumers has been born here and now," 何暁慶 said [1].
The group has set a timeline for its product rollout. The first lightweight electric vehicle is planned for launch in 2027 [2]. Following this initial release, the companies intend to bring a total of four models to the market by 2029 [1].
By leveraging the retail infrastructure of AutoBacs Seven, the venture seeks to overcome the typical barriers to entry for foreign brands in Japan. The collaboration utilizes Chery's existing production capabilities to ensure a steady supply of vehicles as the brand scales its operations [2].
“"A completely new automobile brand for Japanese consumers has been born here and now,"”
This venture signals an aggressive push by Chinese EV manufacturers to enter the Japanese market, which has historically been protective of domestic brands. By partnering with AutoBacs Seven, Chery gains immediate access to a widespread retail and service network, potentially bypassing the slow process of building independent dealerships. The focus on a 'lightweight' EV suggests a strategy tailored to Japan's specific urban infrastructure and 'kei car' consumer preferences.
