Chery Establishes Joint Venture with EMT to Enter Japanese Car Market! New Brand Named Emta

As stated in the title, Chery (Chery) has confirmed it will enter the Japanese market through Electric Mobility Technologies (EMT), the joint venture is registered in Singapore, with participants including Chery, Jiangsu Yueda Group, Autobacs Seven, Gotion High-Tech and Anest among others.

According to media reports, the joint venture will launch a new brand named Emta in Japan. The first model is a pure electric light vehicle, commonly known as a K-Car, expected to officially launch in 2027. Product-wise, the new car will be built based on Chery's vehicle architecture, electric drive system and ADAS driving assistance technology, while the power battery will be supplied by Gotion.

In terms of production, this model is expected to be produced at Yueda's factory located in Yancheng, Jiangsu Province, China. The factory currently also undertakes production tasks for Kia and HiPhi (HiPhi). If the brand subsequently achieves scaled success in the Japanese market, the company does not exclude the possibility of establishing a production base in Japan after 2030. In terms of division of labor, Autobacs Seven will be responsible for sales network construction and channel operations, while Anest will undertake quality and after-sales support systems.

According to the plan, the Emta brand will launch a total of four models for the Japanese market before 2029, with the K-Car being the launch product. Afterwards, it will gradually expand to a series of larger-sized models, including hatchbacks, SUVs and a multi-purpose vehicle with a shape close to an MPV.

From the currently revealed teaser images, the outside world generally believes the first model may be named Emta #01. Regarding design language, the overall contour of the car has some similarity to Chery QQ Ice Cream, but it has been redesigned in details, including a more simplified front face styling, redefined headlight group structure and more miniaturized exterior mirror design, making it better comply with the strict requirements of the Japanese K-Car market for practicality and space efficiency. In terms of body dimensions, the new car is about 3400mm long and 1480mm wide, complying with the typical K-Car regulatory framework.

It is worth noting that this Emta K-Car will directly face competition from multiple local brands in the Japanese domestic market in the future, and will also welcome opponents from the Chinese camp, such as BYD Racco and other same-class small electric vehicle products planned to be launched in Japan by BYD. As multiple parties accelerate layout, the competitive landscape of the Japanese micro electric vehicle market is expected to heat up significantly.