Emta #01
Chery has enjoyed rapid global growth in recent years, and its next target is one of the most challenging corners of the automotive market: Japan’s kei car segment. To enter the category, the Chinese manufacturer has joined a newly formed electric vehicle venture called Emta.
The new company, officially known as EMT (Electric Mobility Technology), brings together several partners, including Chery, Jiangsu Yueda Automobile Group, Japanese retailer Autobacs Seven, battery giant Gotion, and industrial equipment specialist Anest Iwata. The Emta name stands for “Easy, Made To All.”
The venture’s leadership team includes executives with experience at major Japanese brands such as Honda, Mazda, and Nissan. CEO He Xiaoqing has previously held management roles at Changan Ford, SAIC Motor, and Chery.
The company’s first vehicle will be the Emta #01, a compact electric hatchback scheduled to enter production in the second half of 2027. Designed specifically for urban use, it features a boxy profile, clean bodywork, modern LED lighting, and sliding rear doors for easier cabin access.
Measuring approximately 3.4 meters in length, the Emta #01 fits neatly within the dimensions expected of a kei-class vehicle. While detailed specifications have not yet been revealed, the model is expected to use Chery-developed technology and a battery supplied by Gotion. Modern infotainment systems, advanced connectivity features, and Level 2 driver-assistance technology are also expected.
Production will take place in China, while Autobacs Seven will oversee sales and distribution in Japan. Emta aims to price the EV competitively against traditional gasoline-powered kei cars, making it an affordable option for local buyers.
After the launch of the #01, the company plans to expand its lineup with three additional electric models by 2029. Early previews suggest these will include a small hatchback, a compact crossover, and a minivan. If sales targets are achieved, Emta intends to establish vehicle production in Japan sometime after 2030.
