A new EV brand backed by 5 companies wants to shake up Japan’s cheap mini car market
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- EMTA is a joint venture launched by five companies, including China's Chery Automotive and Japan's Autobacs Seven, announced on Wednesday.
- EMTA will debut its first electric kei car in Japan in 2027 and aims to offer four models across segments by 2029.
- EMTA's technology stack features Magic SDV, Magic Sync, Magic EV, and Magic Drive, including a dedicated e‑axle platform for kei‑car EVs.
- He Xiaoqing is EMTA’s CEO, bringing over 40 years of experience from Ford, SAIC Motor, and Chery Automotive.
- Honda N‑Box currently dominates Japan’s kei‑car market, where one in three new cars sold are kei cars, presenting a target for EMTA’s low‑price EVs.
Why it matters: Japanese kei car buyers gain affordable EV options by 2027, while traditional gasoline model makers like Honda risk market share erosion; the venture also deepens China‑Japan industrial ties amid rising geopolitical friction, potentially shifting automotive supply chains.
![Meet Honda’s $21,000 electric hot hatch [Images]](https://electrek.co/wp-content/uploads/sites/3/2026/05/Honda-electric-hot-hatch-21000-1.jpeg?quality=82&strip=all&w=1400)
