EMT Unveils New Automotive Brand 'EMTA' for Japan; First Kei EV to Launch in 2027

EMT Co., Ltd. (Headquarters: Yokohama, Kanagawa; CEO: He Xiaoqing) announced on May 27 the launch of 'EMTA,' a new automobile brand for the Japanese market, marking the start of its full-scale operation toward a 2027 market entry.

EMTA addresses everyday mobility challenges unique to Japan, such as navigating narrow streets, difficult parking, the stress of school runs, and anxiety during rainy days or long-distance driving.

To meet these challenges with the power of modern technology, the brand has established 'Daily Magic' as its brand promise. It plans to introduce a Kei-car specification EV as its first model in 2027 and aims to expand its lineup to four models by 2029.

From product definition and design specs to quality control, development is led by a team deeply familiar with the needs of the Japanese market. The goal is to achieve top-tier safety standards in Japan while building a new customer experience through co-creation with diverse sales and service partners.

### The Vision Behind 'EMTA' The brand name is derived from 'Easy, Made To All,' with a purpose to 'make everyone's daily life happy.' As electrification and intelligence transform the automotive industry, EMTA aims to be a brand that stays close to consumers' daily issues, delivering peace of mind and pleasant surprises.

The promise 'Daily Magic' represents the value EMTA brings to daily routines—grocery shopping, station pickups, or family trips—increasing moments of relief and joy. This value is embodied in three keywords: 'Just Right,' 'Easy,' and 'Wow.'

### Product Plan: First Model is a Kei EV, 4 Models by 2029 In Japan, approximately one in three new cars sold is a Kei car, with an average monthly mileage of around 400km. EMTA chose the Kei EV as its first model because it is the vehicle most deeply rooted in daily life. Starting with the Kei EV, EMTA plans to expand into multiple segments with four models by 2029, with future plans for global expansion.

### Tech Platform: 4 Core Technologies Supporting 'Daily Magic' 1. Magic SDV (Software Defined Vehicle): A platform enabling full-stack OTA updates for performance, range, and user experience even after delivery. 2. Magic Sync: Seamlessly synchronizes the car with a smartphone, automatically adjusting seat positions, mirrors, and climate settings based on the user's profile upon approach. 3. Magic EV (Dedicated Kei EV Platform): A newly developed platform that balances space and safety. Equipped with a latest e-Axle and underfloor battery, it offers quietness, powerful acceleration, and V2H/V2L support for emergency power use.