Chery Joint Venture to Launch K-Car in Japan to Rival BYD’s Racco

Chery-backed joint venture Emta is preparing to enter Japan’s kei car market with its first model, an electric K-car expected to launch in 2027 and position itself against the BYD Racco. The new model, tentatively identified as the Emta #01, will use a battery supplied by Gotion and is described as a compact, boxy five-door EV with styling similar to the Chery QQ Ice Cream sold in China. Emta aims to expand its lineup to four vehicles by the end of 2029, including a hatchback, an SUV and a minivan.

Emta is a brand under Singapore-based Electric Mobility Technologies, or EMT, and is structured as a joint venture involving Chery Automobile, Jiangsu Yueda Automobile Group, Autobacs Seven, Gotion and Anest. Chery holds a 27.27% stake, while Yueda also owns 27.27%, Autobacs Seven holds 18.18%, Gotion 18.18%, and Anest 9.09%. Although the brand is officially styled as EMTA, it is not an abbreviation. Chery says it will serve mainly as a technology provider and shareholder rather than participate in day-to-day operations.

According to the company’s plan, Emta vehicles will use Chery-developed architecture, electric drive systems and assisted driving technology. Manufacturing will be handled by Yueda’s plant in Yancheng, a facility previously associated with Kia and HiPhi production. The project had previously fueled speculation that Chery would acquire the factory, but officials now describe it as an export-oriented joint venture instead.

Other partners have clearly defined roles. Gotion will supply batteries, Autobacs Seven will manage sales channels, and Anest will provide quality support. Emta says product concepts and design decisions are being led by a Japanese team with experience at Honda and Mazda. The company’s chief marketing officer is former Nissan China general manager Susumu Uchikoshi, while the CEO is He Xiaoqing, formerly president of Changan Ford.

The Emta #01 is designed as a practical urban EV for Japan’s kei car segment. It features blocky headlights, blacked-out pillars, a simple front bumper and very small side mirrors that may actually be cameras. The vehicle measures 3.4 meters in length and 1.48 meters in width, and Emta claims it delivers crash safety performance comparable to larger vehicles. Official specifications, trim levels and pricing have not yet been announced.

Emta says Japan will be its first market, with the launch planned for 2027. If the brand gains traction, it may consider building a production plant in Japan after 2030. The first model will compete directly with the BYD Racco, another small electric kei car expected to arrive in Japan soon at a price of about 2.5 million yen. The race reflects the intensifying rivalry between BYD and Chery, the two Chinese automakers competing for the title of China’s top vehicle exporter. In April 2026, Chery exported 177,573 vehicles, compared with BYD’s 135,098, according to China EV DataTracker.