The Chery sub-brand forbidden for Australia

Chery has announced its latest sub-brand, and its got sights sets on the hugely popular Kei minicar segment in Japan.

EMTA will launch in the second half of 2027 and feature a fully-electric lineup.

A Kei car will come first, followed by a hatchback and SUV, with a larger model also in the works down the track.

It is clear at this stage EMTA's cars will specifically target the Japanese market, but the brand is considering overseas expansion. Kei cars have to meet strict rules, which restrict dimensions and power outputs.

Chery has not shied away from adding a crowd of sub-brands in Australia. Omoda Jaecoo is already here, with Lepas, iCaur and Freelander scheduled to arrive over the next 12 months.

A spokesperson for Chery Australia said there were no plans for any models under the EMTA name to launch in Australia.

There have long been calls for Kei minicars to be introduced in Australia, with their cute proportions turning heads and the increasingly busy streets of capital cities requiring smaller vehicles. 

The news comes after Chinese rival BYD announced it is planning to launch its Racco Kei car in Japan in the middle of this year.

The Kei car has been a strong segment in Japan for many decades, with it suiting the packed traffic conditions of city streets. 

There are several roadblocks in the way of these cars launching Down Under, but it mainly comes down to failing to meet Australian design standards and likely low safety scoring. 

Currently Chery exclusively offers SUVs across its lineup, so a Kei car would certainly provide some more variety. 

Chery Australia confirmed it was reviewing plans for its QQ hatch to launch Down Under as a small car option, with momentum gathering for a 2027 launch.