Toyota’s Scion is back, starting with an American-made, 25-mph kei truck
Toyota is reviving the Scion brand to launch the KEI-01, an American-made, Japanese-style kei truck. The vehicle is designed as an experimental mobility project focusing on utility and customization for younger buyers.
Why it matters
It represents a shift in automotive strategy by bringing niche, compact Japanese vehicle designs to the U.S. market to test consumer demand for small-scale utility.
Toyota is dusting off the Scion badge for a radically different mission. Rather than targeting youth-market hatchbacks, “Scion by Toyota” is being positioned as an experimental mobility incubator — and its first vehicle is an authentic Japanese-style kei truck built in Indiana.
Kei vehicles, which are built to satisfy Japan’s light vehicle regulations, are enjoying surging popularity around the world, including here in the US. More than 30,000 used kei trucks have been imported into the US since 2020, with roughly 7,500 units entering the country each year. Even President Trump is a fan, telling reporters last year that he authorized the Department of Transportation to approve their production.
Headlinne story · 3 newsrooms
Toyota Revives Scion Brand to Build Tiny Kei Trucks in Indiana
What every outlet reported, where they differ, and how each framed it →
Also covering this story
4 other newsrooms covered this event. We read each version separately.
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