Chery Tiptoes Into Japan With EV 'kei' Microcar JV

Chinese automaker Chery is entering Japan's insular automotive market through a Singapore-based joint venture called Emta, planning to launch electric microcars ('kei' vehicles) in 2027. With a 27% stake in the venture, Chery aims to compete in Japan's kei car segment, which represents 40% of the market. The move reflects Chinese automakers' strategy to seek growth outside their slowing domestic market, where sales have contracted for seven consecutive months.