Toyota is reviving its Scion brand to sell the KEI-01, a small truck based on Japan's Kei car standards, following President Trump's stated interest last year in making such vehicles legal in the United States.
The KEI-01 will launch as "Scion by Toyota," which the automaker said it will use to experiment with less traditional ideas. Simon Humphries, Toyota's chief branding officer and head of design, stated that "Scion by Toyota gives us a place to challenge conventional thinking, explore new possibilities, and create mobility in new ways."
The vehicle will be classified as a low-speed vehicle, capped at 25 mph, limiting its use to surface streets. It will only be available in right-hand drive initially and sold primarily to fleets rather than individual buyers. Toyota plans to ship the KEI-01 to its assembly plant in Indiana as knock-down kits starting mid-2027, adding 50 jobs to the plant.
The company targets small business owners, farmers, ranchers, delivery drivers, and outdoor enthusiasts. Pricing has not been announced, though speculation ranges from $10,000 to $28,000.
Japan's Kei cars must meet strict dimensions: 11.2 feet long, 4.9 feet wide, and 6.6 feet tall, with engine displacement capped at 0.66 liters and output at 63 horsepower. Nearly 1.7 million Kei cars sold in Japan last year out of 4.6 million total vehicle sales.