Chery Group has been on a bit of a global expansion drive, with multiple sub-brands and dozens of affordable electric models heading to international markets.
Now, it has its eyes set on one of the toughest-to-crack markets, Japan, with a Kei electric car model reportedly under development.
Spy shots of the new model have emerged and were re-shared by Thinkercar on X, showing the boxy-looking small city car, parked in a multi-storey car park.
The heavily camouflaged example appears to have round internal lights with a rectangular housing. Its narrow body and foldable mirrors making it easy to park in inner-city homes and streets.
Previous reports of Chery Group potentially entering the Japanese market have emerged, with patent documentation images showing what we can expect from this model, which is likely going to be under the EMTA brand, which has Chery and Yueda Groups as main shareholders.
According to the same reports, EMTA expects to have 4 models in Japan by 2029 and will be developed in both China and Japan.
These models will first be produced in China using Chery Group’s tech, with future plans to expand.
This isn’t the first model to target the Japanese market. In May 2025, a new small hatchback BYD model in the right-hand-drive configuration was spotted in camouflage in China, providing hints to an upcoming model for the Japanese market.
That was to tackle the large Kei car market, which has models that are mainly powered by an engine with up to 660 cc of capacity.
These very popular models sell quite well there, thanks to the compact yet practical design, ideal for narrower streets and tight carparks.
BYD’s approach to going EV has helped put the NEV brands from China on Japanese consumers’ shortlist, and since that model, known as the BYD Racco, was launched earlier this year, it has seen thousands of sales.
Last month, it was announced that the 3.4 metre long Racco will be going to other right-hand-drive markets, starting with Sri Lanka and Macau.
With the popularity of small electric Kei-style cars increasing as fuel prices continue to stay high globally, models like the Racco and this new Chery Kei car might not be Japan-only products in years to come.
Meanwhile, Honda’s Super-One has arrived in Australia, bringing a kei-style electric car to the local market for the first time.
