A new Japanese electric vehicle brand, EMTA, is set to enter the K-Car market with a patent application revealing its first model. While EMTA is a joint venture, Chery Automobile and Yueda Automobile are reportedly its largest shareholders, marking another instance of Chinese automakers participating in the K-Car segment, following BYD’s entry.
The patent images showcase a vehicle with a classic K-Car silhouette. The headlights feature a unique inner-circle, outer-square design, connected by a central trim piece, giving the front fascia an endearing and cute appearance. The front bumper incorporates crossover-inspired elements. Two distinct front-end designs have been patented, with one leaning more towards a conventional urban vehicle aesthetic.
The rear of the car boasts sliding rear doors and taillights that echo the design of the headlights. The tailgate opens wide, facilitating easy loading and unloading. In contrast to the futuristic concept version, the production model prioritizes practicality. It features short front and rear overhangs with a long wheelbase, maximizing interior space.
BYD’s Racco, already launched in Japan, is a K-Car model specifically developed for the Japanese market. It has achieved significant success, accounting for 80% of BYD’s monthly sales in the region. K-Cars are highly favored by Japanese consumers.
However, the adoption of pure electric vehicles in Japan remains low, at just 2% of the market, largely due to insufficient charging infrastructure, which deters potential buyers.
EMTA plans to introduce four models to the Japanese market by 2029. Future vehicles will be developed in both China and Japan, with initial production taking place in China. Chery’s technology will be integrated into areas such as driver-assistance systems.
