Japan-China EV startup EMT plans to launch a kei EV in 2027 and roll out 4 vehicle types by 2029. It has opened an R&D center in Japan and plans to strengthen its development capabilities and sales network for the Japanese market.
EMT, an emerging EV manufacturer combining resources from Japan and China, has opened an R&D center in Yokohama for the Japanese market. Established on 30 January 2025, the company aims to make everyday life “Daily Magic” through its EMTA (Emta) brand.
The first model will be a kei-class EV, scheduled for launch in 2027. EMT plans to roll out 4 vehicle types by 2029: kei cars, passenger cars, SUVs and minivans. Its sales network will be built primarily around the AUTOBACS SEVEN network, with a range of customer touchpoints.
On the technology side, EMT will adopt the Magic EV platform, which makes use of Chinese assets. EMT will lead the integration of the systems to suit Japanese road conditions, with features such as the Level 2++ Magic Drive driver-assistance system designed to evolve through OTA updates. The data will be stored in a cloud infrastructure located in Japan.
For future expansion, EMT plans to broaden its customer touchpoints without being constrained by conventional sales models, including by making use of dealerships in underserved areas and mobile stores. EMTA aims to combine China’s technology and production capabilities with an understanding of the Japanese market to offer new options in Japan’s kei EV market.