A new EV brand backed by 5 companies wants to shake up Japan’s cheap mini car market

BYD isn’t the only Chinese brand that wants to crack open Japan’s kei car market. Five companies, including China’s Chery Automotive and Japanese car parts giant Autobacs Seven, launched a new EV brand that will launch its first vehicle next year with prices on par with gas cars.

China and Japan team up to form new low-cost EV brand

After BYD introduced “Racco,” its first electric kei car in Japan, China’s Chery Automotive revealed its next in line with its first mini EV set to launch in 2027.

EMT Co announced on Wednesday that it launched a new EV brand, EMTA, a joint venture between five Chinese and Japanese companies, including Chery and Autobacs Seven.

Standing for “Easy, Made To All,” the new brand is designed to address Japan’s unique needs, such as navigating narrow roads and range anxiety on long trips.