According to media reports, Chery is establishing a joint venture with multiple Chinese and Japanese enterprises to launch an independent all-electric brand in Japan. Instead of following Chery's traditional direct overseas model, the new venture adopts a strategy of "Chinese Technology + Japanese Local Operation".
This is a result of a five-party cooperation, including: Chery Automobile, which provides vehicle platforms, electric powertrains, and core intelligent driving technology, while serving only as a shareholder without participating in local Japanese operations; Jiangsu Yueda Group, which utilizes the former HiPhi factory in Yancheng to handle vehicle production; and Gotion High-Tech, which is responsible for supplying power batteries.
The Japanese side is mainly responsible for channels, craftsmanship, and localization. Autobacs Seven, Japan's largest automotive aftermarket retail chain with approximately 1,200 stores, manages sales, after-sales service, and localized brand operations. Anest Iwata, a prominent leader in industrial painting equipment, provides specialized technical support for the vehicle's body-painting and finish processes.
The operating entity's parent company is registered in Singapore, with a subsidiary EMT (Electric Mobility Technologies) established in Yokohama, Japan, to fully operate the new brand, R&D, and sales.
Positioned as an all-electric brand originating from Japan, the new venture has built a world-class team, recruiting technical talent from Honda and Mazda alongside a former Nissan executive serving as Chief Marketing Officer (CMO).
In terms of product planning, the first all-electric model is scheduled for delivery in Japan in 2027, focusing on the compact and subcompact EV segments to adapt to Japanese urban driving needs. By 2029, the company aims to launch four distinct models covering subcompact cars, SUVs, and MPVs. Looking beyond 2030, it plans to explore building localized factories in Japan.
Chery Automobile's overseas expansion strategy dictates that its vehicles utilize Chery's proprietary technology and are Made in China, while carrying a new brand identity tailored for the Japanese market. Direct utilization of AUTOBACS's nationwide stores bypasses heavy overseas retail construction costs, enabling rapid network scalability. This joint venture allows Chery to precisely target Japan's electric vehicle vacuum, created by the slower electrification pace of legacy giants like Toyota and Honda. Capitalizing on this massive market gap, Chery is well-positioned to leverage its technological edge and local partnerships to seize a powerful first-mover advantage—an expansion strategy that holds immense promise.
According to data from the Japan Automotive Importers Association (JAIA), total New Energy Vehicle (NEV) sales in Japan reached 16,924 units in March 2026, with BYD capturing a 3.7% market share. Notably, within the imported EV segment, BYD secured a dominant 10.3% share, ranking first among all imported all-electric vehicles. Driven by this momentum and upcoming market entries from other Chinese brands like GAC Aion and Zeekr, annual sales of Chinese NEVs in Japan are projected to surpass 20,000 units by 2027.
