Brazil’s cheapest electric car has sales suspended before first deliveries

The cheapest electric car in Brazil was short-lived on sale. E-Motors, the importer responsible for the JMEV Emova Easy — advertised for R$ 69,990 — suspended the sale of the model and its bigger brother, the Emova Urban (R$ 99,990), even before the first deliveries. According to an investigation by Jornal do Carro, customers who had made reservations had the deposit returned in full.

The justification brings together two factors. The main one is the skyrocketing sea freight coming from China: according to Mercidio Givisiez, CEO of E-Motors Brasil, the transport of a 40-foot container jumped from US$ 1,800 at the beginning of the year to US$ 10,200, making it impossible to import models already ordered from the Chinese factory.

The second factor is tax. Since July 1st, the Import Tax rate for electrified vehicles has risen to the ceiling of 35%, ending the ladder of temporary reductions that had been making the nationalization of these cars cheaper. The company says that it does not intend to pass on the increase to the consumer and that the intention is only to pause sales while shipping remains prohibitive, with no set date for the resumption.

The suspension also stops expansion plans. The goal was to sell a thousand electric vehicles in 2026 and reach 30 points of sale, but the network is still limited to one dealership, in Pedro Leopoldo (MG).

It is not the first stumble of the operation. When presented, the models used the acronyms EV2 and EV3, already registered by Kia at the INPI (National Institute of Industrial Property). After the South Korean automaker’s complaint in April, E-Motors renamed the cars Emova Easy and Emova Urban.

The Emova Easy is a 3.5-meter hatchback approved for four occupants, with a 15.9 kWh LFP battery, a range of up to 201 km, a 41 hp engine, 8.6 kgfm of torque and a top speed of 100 km/h. One detail distinguishes it in the segment: it features a simulated manual transmission, with a clutch pedal, designed to serve driving schools. The Emova Urban accommodates five passengers, adopts a 30.2 kWh battery, delivers up to 330 km of autonomy and uses a 68 hp (50 kW) and 12.7 kgfm engine, with a maximum speed of 110 km/h.

Both arrive with lean standard items, such as air conditioning, electric steering, ABS brakes and electric windows in the Easy, and have as options a multimedia center, reversing and 360° cameras, digital instrument panel, driving assistants and fast charging.