At Geotab Connect 2025 in Orlando, Florida, Fleet EV News was introduced to eMotion Fleet, an emerging leader in fleet electrification solutions across Japan and the broader Asia-Pacific region. eMotion Fleet is on a mission to help fleet operators transition from diesel to electric by providing a fully integrated service that combines vehicles, charging infrastructure, electrification services, software, and telematics.
Shuji Shiraki, Founder and CEO of eMotion Fleet, launched the company with co-founder Dennis Ilic with the vision of supporting fleet operators through every stage of electrification—from planning and deployment to operational management. His company works with logistics providers, taxi fleets, bus operators, municipalities, airports, and seaports, offering tailored electrification solutions that optimise fleet performance.
A key element of eMotion Fleet’s approach is its partnership with Geotab. As an authorised Geotab reseller in Japan and Asia, eMotion Fleet integrates Geotab’s telematics technology into its EV fleet and energy management system, enabling fleets to track battery health, manage charging schedules, and optimise vehicle efficiency.
Japan’s Slow But Emerging EV Transition
Despite being home to automotive giants like Toyota, Nissan, and Honda, Japan has been slow to adopt electric vehicles (EVs). The EV penetration rate in Japan is only around 1.3%, significantly trailing behind Singapore (nearing 34%) and Thailand (14%). A major factor in this slow adoption is the dominance of hybrid vehicles and the limited availability of Japanese-made EVs.
However, demand for EVs is growing among fleet operators, particularly in last-mile delivery, public transport, and corporate fleets. EVs offer practical advantages such as lower floors for easier driver access, increased cargo capacity, and reduced maintenance costs. With Chinese and South Korean EV manufacturers entering the Japanese market, fleet operators are beginning to explore non-traditional brands for their electrification needs.
The Role of Telematics in Japan’s Fleet Industry
Fleet management in Japan has historically focused on GPS tracking and digital tachographs, with an emphasis on driver safety and compliance. However, as fleets begin electrifying, more advanced telematics solutions are required to track battery health, state of charge (SOC), and energy efficiency—data points that traditional telematics tools do not provide.
This is where eMotion Fleet’s partnership with Geotab becomes crucial. By integrating Geotab’s telematics solutions, eMotion Fleet offers fleets a comprehensive data-driven approach to monitoring and managing EV performance, ensuring optimal vehicle utilisation and charging efficiency.
Expanding Beyond Japan: eMotion Fleet’s Growth in Asia
While 80% of eMotion Fleet’s current focus is on Japan, the company has already begun expanding into Thailand, Malaysia, and Indonesia—markets where EV adoption is accelerating.
- Thailand is leading the region with an aggressive government target of 30% of vehicle production being electric by 2030.
- Malaysia and Indonesia are slower to electrify due to fuel subsidies, but as these subsidies decrease, the Total Cost of Ownership (TCO) for EVs is becoming more attractive.
- Fleet operators in Southeast Asia are increasingly interested in telematics solutions for fuel theft prevention, carbon credit tracking, and cost reduction.
While telematics adoption in these markets is still GPS-focused, there is growing demand for more advanced fleet management tools—a gap eMotion Fleet is poised to fill.
Future Plans
Although eMotionFleet is not yet active in Australia, Shiraki sees it as a key future market. Australia’s right-hand drive vehicle ecosystem aligns with eMotion Fleet’s current operations, and the country’s growing focus on EV adoption and sustainable fleet management presents an opportunity.
In his previous role as eLCV manufacturer Shiraki has previously engaged with major Australian fleet operators who have expressed interest in electric last-mile delivery solutions. However, resource allocation and strategic expansion remain key factors in determining when eMotion Fleet will enter the Australian market.
Japan’s fleet industry may be slow to electrify, but demand is growing—especially in logistics, public transport, and corporate fleets. With eMotion Fleet’s expertise in combining hardware, service, software, and telematics, the company is positioned to play a major role in Japan’s EV transition.
- Council cuts vehicles and trials electric equipment to contain rising costs
Mackay Regional Council is reducing vehicles, trialling electric equipment and changing how maintenance crews are deployed as part of a broader effort to contain rising operating costs. From robotic mowers and park maintenance blitzes to electric vehicles and LED streetlights, the council says a suite of operational and energy-efficiency measures is already delivering significant savings. - BYD Seal 6 Brings Plug-In Hybrid Sedan and Wagon ChoiceBYD has added two plug-in hybrid passenger vehicles to its Australian range with the launch of the Seal 6 Sedan and Seal 6 Touring. The Seal 6 DM-i Sedan Essential is priced from $34,990 before on-road costs, while the Seal 6 DM-i Touring Premium starts at $39,990 before on-road costs. Both models use BYD’s DM-i
- Mazda Adds Value Across Its Large SUV RangeMazda Australia has revised pricing and standard equipment across its Large Architecture SUV line-up for 2026, covering the CX-60, CX-70, CX-80 and CX-90. The changes include a simplified pricing structure, additional safety technology and new model variants, with Mazda aiming to make it easier for buyers to choose between petrol, diesel and plug-in hybrid powertrains.
- XPENG X9 Targets Passenger FleetsXPENG is adding a three-row electric people-mover to its Australian line-up, giving fleet operators another battery-electric option for executive transport, airport transfers, tourism and other passenger-carrying applications. The X9 will be offered with front-wheel-drive and all-wheel-drive powertrains, with claimed WLTP range of up to 580km. Australian deliveries are expected to begin shortly. Two configurations for
- GV60 Magma Makes Its Nürburgring Taxi DebutGenesis has added the high-performance GV60 Magma to its Track Taxi programme at Germany’s Nürburgring, giving passengers the chance to experience the brand’s first performance-focused electric vehicle on one of the world’s most demanding circuits. The GV60 Magma will operate alongside two modified Genesis G70 sedans that have been used in the programme since 2024.
