Chery Partners with Japanese Firms to Launch New EV Brand EMTA in Japan

[Global Expansion] Chery has teamed up with Japanese companies including Autobacs to launch EMTA, a new all-electric brand targeting the K-Car market.

Core Development: First Chinese Automaker to Adopt 'Japanese Shell, Chinese Core' Strategy

EMTA is a joint venture established by Chery, Autobacs Seven, and three other partners, headquartered in Singapore with operational headquarters in Japan. Chery and Jiangsu Yueda each hold 27.27% equity, making them co-largest shareholders.

Key Metrics: Debut in Spring 2027, Four-Model Lineup Planned

The first model will launch in spring 2027, with a total of four light electric vehicles to be introduced by 2029. All models will be built on Chery’s EV platform, manufactured at the Yancheng plant, and powered by batteries supplied by Gotion High-Tech.

Strategic Foundation: Trading Technology for Market Access, Avoiding Direct Competition

Unlike BYD’s direct-sales approach, EMTA leverages Japanese partners’ distribution channels and localization capabilities, while Chery focuses on supplying electric powertrains (e-motors, batteries, and power electronics) and intelligent driving technologies, enabling an indirect entry into Japan. The brand concept 'Daily Magic' targets Japanese consumers’ high-frequency, essential demand for kei cars.