Toyota brand Scion is back and it's going to sell a kei truck in America

When Toyota first introduced the Scion marque in 2003, it had one primary goal - sell cars to the younger generation. Its cars were cheaper and available in fun colors with fun names like "High Voltage Yellow" and "xPRESSO." When I was a kid in the early 2000s, I often dreamed of one day owning a tC in Black Cherry Pearl and enjoyed lovingly calling xBs "toaster cars." Over half of new Scions sold were to people under 35, and the tC boasted the youngest average buyer age in the entire industry at a sprightly 29. Their sales numbers peaked in 2006, but dropped nearly 75% by 2010. After sustained financial struggle, Toyota retired the marque in 2016. But now, a decade later, everyone's favorite toaster brand is seemingly back.