Chery, the owner of the Omoda and Jaecoo brands, aims to enter the complex Japanese automotive market. To achieve this, the Chinese giant has founded a new electric vehicle brand called Emta in partnership with four major Asian companies. Chery will participate in this project as the primary partner supplying platforms and technical components. This is reported by Autocar.co.uk reports .
The first model of the Emta brand will be a compact city car measuring 3.4 meters in length, complying with Japanese kei car standards. This model, whose name has not yet been disclosed, will be equipped with Chery's electric powertrains and Gotion batteries. It is expected to compete in the market with local leaders such as the Honda N-Box, Nissan Sakura, Daihatsu Tanto, and Suzuki Hustler.
Technically, the new kei car is expected to be similar to Chery's smallest model in the Chinese market, the QQ Ice Cream. According to reports, the car will be equipped with a 27-horsepower engine and a battery providing a range of approximately 160 kilometers. Autobacs Seven will handle sales, while the Anest company will be responsible for quality control.
In the initial phase, the cars will be manufactured in China at the Jiangsu Yueda plant. If the brand's debut is successful, there are plans to organize production directly in Japan in the future. By 2029, three more new models—a supermini, a small crossover, and an MPV—are expected to join the Emta lineup.
For now, there are no plans to take the Emta brand outside of Japan. Chery is participating in this project primarily as a shareholder and technology partner. In this way, the Chinese auto industry is attempting to gain a foothold in the kei car segment, which accounts for one-third of the Japanese market, following in the footsteps of BYD.
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