EMT announced plans to launch its new brand Emta under the banner of Japanese quality and bring a kei EV to market in 2027. The company has begun developing the brand, centered on the opening of an R&D center and plans for a factory in China.
Emta, the Japan-origin automotive brand newly launched by EMT, was introduced as having been established in January last year with investment from 5 companies, including Autobacs, Anest Iwata and China’s Chery Automobile. The session explained the brand’s positioning and its R&D vision for delivering Japanese quality.
As part of its future plans, EMT is scheduled to complete the EMT factory in China, its production base, in October, and is expected to unveil its first mass-market vehicle, a kei EV, in 2027. The company also outlined plans to develop a total of 4 models by 2029.
The kei EV will be a model for the Japanese market, while the other 3 models are also expected to be sold globally. Based on the design images, they are expected to be a compact car, SUV and MPV, although details have not been disclosed. Teaser images showed exteriors close to those of production vehicles, while the unveiling of the actual vehicles was delayed by the impact of a typhoon.
Although pricing has not been disclosed, the company is targeting a price range comparable to gasoline-powered vehicles without relying on public subsidies. The CMO commented that the plan was “sufficiently challenging.” The company emphasized its policy of pursuing global expansion, with improving quality in Japan as its central focus.