Chery Partners with Japanese Firms to Launch New EV Brand

[International Collaboration] Chery has joined forces with Japan's Autobacs and four other parties to launch a new all-electric vehicle brand targeting the Japanese market.

Core Development: Chery Leads Technology, Japanese Partners Handle Localization

Chery provides the vehicle platform and intelligent systems; Jiangsu Yueda handles production using the former HiPhi Yancheng plant; Gotion High-Tech supplies batteries. On the Japanese side, Autobacs, leveraging its network of 1,200 stores, manages sales and after-sales service, while Anest Iwata supports painting processes.

Strategic Foundation: Rapid Market Entry into a Mature Market Through Multi-Party Resources

The joint venture’s parent company is headquartered in Singapore, with a development and sales subsidiary, EMT, established in Yokohama, Japan. The core team includes talent with backgrounds from Honda and Mazda. Although the brand is positioned as “born in Japan,” actual leadership and control rest with the Chinese side.