BUSINESS

Chery-Backed Joint Venture Launches Micro-EV Brand in Japan

Published: May. 28, 2026 11:47 p.m. GMT+8

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The office building of Chery Automobile in Shanghai on May 26, 2026. Photo: VCG

A joint venture backed by Chinese automaker Chery Automobile Co. Ltd. has launched a new electric vehicle brand designed specifically for the Japanese market, with plans to roll out its first China-made micro-EV in 2027.

Singapore-based Electric Mobility Technology (EMT) introduced the brand, EMTA, on Wednesday. The venture’s shareholders include Chinese state-owned enterprise Jiangsu Yueda Automobile Group Co. Ltd., battery maker Gotion High-tech Co. Ltd., and Japanese firms Autobacs Seven and ANEST IWATA Corporation

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EMTA, a Chery-backed joint venture, launched a new EV brand for Japan’s kei car market, with the first micro-EV planned for 2027.
Kei cars account for ~40% of Japan’s auto sales; BYD also plans a custom kei EV for summer 2026.
Vehicles will be made at a Jiangsu Yueda plant in China; Chery holds key leadership roles in the project.

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Who’s Who

...: {"chinese":"奇瑞支持的合资公司EMTA推出专为日本市场设计的电动微型车品牌，首款中国制造微型电动车计划2027年上市。","english":"A Chery-backed JV launched EMTA, an EV brand for Japan's kei car market, with first China-made micro-EV targeting 2027."}

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What Happened When

February 2024：: Human Horizons Technology halted production of luxury EVs under the HiPhi brand.

May 28, 2025：: Singapore-based Electric Mobility Technology (EMT) introduced the brand EMTA, backed by Chinese automaker Chery, for the Japanese market.