EMT unveils Yokohama R&D center for EMTA electric vehicle brand

EMT has unveiled its new R&D center in Yokohama, Japan, as part of its strategy to launch the EMTA automotive brand. The facility serves as the central hub for product planning, design, and technical development, aiming to integrate Japanese quality with global manufacturing efficiency.

Under the leadership of CTO Koji Yamamoto, a former Nissan executive, the company plans to release its first light electric vehicle (EV) in 2027, with a goal of expanding to four models within three years. While the initial models will be produced in China to leverage manufacturing competitiveness, the software, specifications, and market adaptation will be managed by the Japanese development team.

The brand’s technical strategy focuses on four core pillars designed to deliver “Daily Magic” to users: “Magic SDV” (Software-Defined Vehicle) for over-the-air updates, “Magic Sync” for seamless smartphone integration, “Magic EV” for optimized battery and platform performance, and “Magic Drive” for advanced driver assistance systems. The company emphasizes that its primary performance indicator is “customer smiles” rather than technical specifications alone.