Japan prepares for Chinese invasion: After the BYD Racco, Chery is also developing a low-cost electric vehicle

The BYD Racco has paved the way: having become the first kei car developed specifically by a foreign brand for the Japanese market, other Chinese brands now want to follow its example. For instance, Chery (the parent company of Omoda, Jaecoo, and Lepas) is preparing a model aimed at competing with local options such as the Honda N-One e:, Mitsubishi eK X EV, or Nissan Sakura.

This model will be sold by EMT, a joint venture based in Singapore involving Chery, Jiangsu Yueda Automobile Group, Autobacs Seven, Gotion, and Anest Iwata. These five partners will operate under the Emta brand, which, depending on the success of its new kei car and future models, may consider producing vehicles in Japan beyond 2030.

The model in question has been leaked prior to its official launch through a series of patents showing a typical kei car body: it is a very small minivan with cubic shapes and considerable height, equipped with sliding rear doors. Additionally, it will also have a crossover-style variant featuring a specific body kit.

While BYD is considering selling the Racco in regions such as Europe, it is less likely that its rival Chery will offer it outside certain Asian markets. Although the European A-segment market has been reviving recently thanks to the push for electrification, Chery seems to be focusing on other categories for now.

Will we see Chery’s kei car in Europe?

Currently, Omoda, Jaecoo, and Lepas’ offerings in the old continent consist entirely of SUVs of various sizes. This strategy seems to be working well, as models like the Omoda 5 or Jaecoo 7 have achieved undeniable commercial success in countries such as Spain and the UK.

This approach contrasts with that of competitors such as BYD, Geely, Leapmotor, or MG, which, while also selling SUVs in the European market—after all, it is the most popular vehicle type among consumers—they also offer city cars, hatchbacks, compact vehicles, or even sedans. For now, it does not seem that these vehicle types are a priority for Chery.

In any case, the arrival of new competitors in segment A such as the refreshed Dacia Spring and Renault Twingo, with Citroën 2CV, FIAT Koala, and Volkswagen ID. Lupo set to join them soon, is reviving a category that many had already given up on. Therefore, although the chances are low, we shouldn’t rule out the possibility that Chery’s kei car might end up on our roads.

Source | CarNewsChina