Chery Prepares to Enter Japan's Kei Car Market

JAKARTA – Chinese automaker Chery, through joint venture Emta (EMT), is preparing to enter Japan’s electric Kei car market in 2027. The compact model is projected to become a new rival to BYD’s Racco, which has already captured attention in Japan’s compact electric vehicle segment. Cited by Carnewschina, Emta is a Singapore-based electric vehicle brand formed through collaboration between Chery Automobile, Jiangsu Yueda Automobile Group, Autobacs Seven, Gotion, and Anest. Vehicle platform, electric drivetrain, and driver assistance technologies will rely on Chery’s development. Production will take place at Yueda’s Yancheng facility in China, previously used for manufacturing Kia and HiPhi vehicles. For battery supply, Emta has partnered with Gotion, while Autobacs Seven, a Japanese automotive parts company, will handle distribution. Anest will ensure product quality standards are maintained. However, Chery has stated its involvement is limited to being a shareholder and technology provider, without participating in the joint venture’s day-to-day operations. Notably, Emta’s product development is led by a Japanese team reportedly experienced at Honda and Mazda. The Chief Marketing Officer role is held by former Nissan China executive Susumu Uchikoshi, while the CEO position is occupied by former Changan Ford President He Xiaoqing. Emta’s first model is a boxy five-door Kei car. The official name has not been announced, but the “#01” emblem on the body suggests it may be marketed as the Emta #01. Design-wise, it resembles the Chery QQ Ice Cream, sold in China since 2021. Features include square-shaped headlights, dark pillars, and a minimalist bumper. The side mirrors are very small and are believed to use cameras instead of conventional mirrors. Its dimensions comply with Japanese Kei car regulations, measuring approximately 3.4 metres in length and 1.48 metres in width. Emta claims the vehicle meets crash safety standards equivalent to larger cars. In addition to the Kei car, Emta is preparing hatchback, SUV, and minivan models for the Japanese market in the coming years. Chery and BYD’s competition in the global automotive export market has intensified. According to China EV DataTracker data from April 2026, BYD exported 135,098 vehicles, while Chery recorded higher exports at 177,573 units.