Chery’s joint venture, Electric Mobility Technologies (EMT), is set to launch a new K-car named Emta #01 in Japan by 2027. This vehicle will directly compete with BYD’s Racco and is part of Emta’s broader strategy to establish a foothold in the Japanese electric vehicle market.
Emta Joint Venture Overview
The Emta brand is the result of a collaboration between Chery Automobile, Jiangsu Yueda Automobile Group, Autobacs Seven, Gotion, and Anest. Chery holds a 27.27% share, alongside similar stakes from Yueda and significant portions from Autobacs and Gotion. Anest retains 9.09% of the venture.
Technological and Manufacturing Partnerships
- Chery’s Contribution: Chery will provide technological support, including electric drive systems and assisted driving technology.
- Manufacturing Location: The new K-car will be manufactured at Yueda’s Yancheng facility, which has a history of producing vehicles for Kia and HiPhi.
- Battery Supply: Gotion will supply batteries for Emta vehicles, while Autobacs Seven will handle sales channels and Anest will ensure quality support.
Emta #01 Specifications
The Emta #01 is designed as a compact K-car with a boxy shape, drawing design inspiration from the Chery QQ Ice Cream electric vehicle. Key specifications include:
| Dimension | Measurement |
|---|---|
| Length | 3.4 meters |
| Width | 1.48 meters |
Officials highlight that the Emta #01 boasts collision safety performance comparable to larger vehicles. The vehicle features distinct styling elements, such as blocky headlights and potentially camera-based side mirrors.
Market Competition and Future Plans
With the pricing of the BYD Racco around 2.5 million yen (approximately 15,670 USD), Emta’s entry into the market aims to present a strong alternative. Plans for further expansion include launching three additional models in Japan by 2029.
Leadership Team and Design Direction
The Emta team comprises seasoned professionals from notable automotive brands. Susumu Uchikoshi, the former GM at Nissan China, serves as Chief Marketing Officer, while CEO He Xiaoqing formerly presided over Changan Ford.
Long-term Goals
Based on market performance, Emta is contemplating the establishment of a manufacturing plant in Japan post-2030. The focus will be on developing a competitive lineup amidst a growing electric vehicle landscape.
The Emta #01 will mark the brand’s significant entry into the Japanese automotive market, signaling a new chapter for Chery and its partners.
