Emta's Chery-sourced kei EV prototype spotted ahead of 2027 Japan launch

A camouflaged prototype of Emta's first kei electric vehicle has been spotted being transported on a truck in Wuhu, the home city of Chery, which supplies the technology for the Japan-focused new brand. The vehicle, seen with heavy camouflage over its front fascia and lower bumper, reveals the upright windshield, flat sides and squared-off profile Emta previewed in May.

The first Emta model measures approximately 3.4 metres long and 1.48 metres wide, fitting inside Japan's kei car regulations. It is due to launch in Japan in 2027 as a direct rival to the BYD Racco, which arrives in the Japanese market at around JPY 2.5 million (approx. US$15,700). Kei cars account for roughly a third of Japan's new vehicle market — a segment no import brand has cracked — and now two of China's biggest exporters are targeting it simultaneously.

Emta operates under Electric Mobility Technologies, a Singapore-registered joint venture announced in May. Chery Automobile and Jiangsu Yueda Group each hold 27.27 per cent, Japanese parts retail chain Autobacs Seven and battery maker Gotion each hold 18.18 per cent, and quality specialist Anest holds 9.09 per cent. Chery provides the architecture, electric drive and driver-assistance systems but describes itself as a shareholder only, with no role in daily operations. Yueda's Yancheng plant will build the cars, while Autobacs runs the sales channels in Japan.

The brand's leadership is deliberately Japan-literate. CEO He Xiaoqing is a former Changan Ford president, chief marketing officer Susumu Uchikoshi came from Nissan China, and product and design are led by a Japanese team with Honda and Mazda backgrounds.

Emta plans four models by the end of 2029, with a hatchback, an SUV and a minivan to follow the kei car. The company said a Japanese manufacturing plant could be considered after 2030. With the Japan Mobility Show press days coming up next week, the prototype may soon be seen without its disguise.