Chery to Enter Japan Through an Autobacs Partnership

Electric Mobility Technologies, a Chery Automobile‑backed joint venture, plans to enter Japan’s tightly regulated kei‑car market with an electric model due in 2027 under the EMTA brand. The Singapore‑based venture bundles Chinese EV engineering with Japanese product development, distribution, and after‑sales support. Chery and Jiangsu Yueda Automobile Group each own 27.27 percent; Autobacs Seven and battery supplier Gotion High‑Tech hold 18.18 percent each, while Anest controls 9.09 percent. EMTA is described by executives as a brand name rather than an acronym, and Chery handles vehicle technology and engineering rather than day‑to‑day management.

Production will occur at Yancheng, China, a factory previously used for Kia and HiPhi models. Batteries will come from Gotion High‑Tech, and Autobacs Seven will oversee sales and service nationwide in Japan. Anest will supervise quality control and validation. The first model, likely called EMTA #01, is a boxy kei EV about 3.4 meters long and 1.48 meters wide, adhering to kei regulations and sharing design cues with Chery’s small‑car lineup. EMTA plans four models by 2029, including a hatchback, SUV, and minivan, and may study local production after 2030 if volumes justify it.