Scion Is Back: Toyota’s New Brand Launches With an American-Built Kei Truck
Scion is back, but not the way you might expect. Toyota just introduced Scion by Toyota, a new brand it calls a “freedom lab” for experimenting with mobility, adventure, and personal expression. Even better, its first vehicle is something few of us saw coming: a Japanese-style kei truck built in America.
Toyota revealed the new brand at simultaneous events in Ypsilanti Township, Michigan, and right here in Texas in Frisco. According to Toyota, its first model, the Scion by Toyota KEI-01, arrives in the U.S. in the second half of 2027.
Meet the Scion by Toyota KEI-01
The KEI-01 is an ultra-compact utility truck inspired by the kei trucks that have long been a staple in Japan. Under the hood, it also uses a 660cc three-cylinder engine paired with a continuously variable transmission (CVT). In addition, selectable four-wheel drive (4WD) with an auto mode and a push-button lock comes standard.
However, don’t expect to take it on the highway. That’s because the KEI-01 is a right-hand-drive vehicle that meets federal safety rules for low-speed vehicles (LSVs), so its top speed is just 25 MPH.
Small Footprint, Big Utility
Despite its tiny size, the Scion by Toyota KEI-01 packs plenty of practical features:
- A length of just over 11 feet and a width of less than 5 feet
- Up to 600 pounds of payload in the bed
- A three-way fold-down bed for easier loading from a lower height
- An extended cab with a raised roof, reclining and sliding seats, and storage behind the seats
- An enclosed cabin with heat and air conditioning
- Enough structural rigidity to tow small trailers and equipment
In other words, Toyota designed it to deliver real utility without the size or cost of a traditional pickup.
Built in Indiana
Notably, Toyota won’t import the KEI-01. Instead, it will assemble the truck at Toyota Motor Manufacturing Indiana starting in the second half of 2027. Additionally, the project includes a $34 million investment that will add about 50 new jobs at the plant.
Fleet Customers Come First
At first, you won’t be able to walk into your local Toyota store and buy one. Instead, the KEI-01 will launch through a fleet-focused pilot program through a small group of Toyota dealers that will become Scion by Toyota dealers. Later, Toyota may consider limited retail sales, depending on demand.
Specifically, Toyota is targeting a wide range of buyers, including:
- Small business owners who need an affordable urban work vehicle
- Farmers and ranchers looking for a daily workhorse
- Municipalities, universities, and corporate campuses
- Delivery and service providers in urban areas
- Outdoor enthusiasts and hobbyists
SxS and BKE Concepts Hint at What Comes Next
Alongside the KEI-01, Toyota showed two concepts. First, the SxS Concept, which debuted at the 2025 SEMA Show, is a side-by-side that Toyota’s North American engineering team developed. In addition, it uses a turbocharged four-cylinder hybrid powertrain with more than 300 horsepower, plenty of suspension articulation, and a Silent Mode that runs on electric power alone. Plus, Toyota says it will keep developing the concept.
Meanwhile, the BKE Concept explores compact personal mobility for getting around and enjoying the outdoors. So far, though, Toyota hasn’t shared many details about it.
“The future of mobility will not be defined by one vehicle, one technology or one way of thinking,” said Simon Humphries, Toyota Motor Corp.’s chief branding officer and head of design.
Our Take on Scion by Toyota
For many of us, Scion brings back memories of the boxy xB, the tC, and the FR-S. This new version, however, is a very different animal. Still, I love the idea of Toyota building a kei truck here in the States, and I can already picture these running around Texas ranches, hunting leases, and job sites.
Of course, the 25-MPH top speed and fleet-only launch will limit who can actually buy one, at least at first. We’ll be watching to see if retail sales follow, especially with Toyota trucks like the 2027 Tundra already so popular here in Texas. In the meantime, check out the rest of the lineup at Toyota.com, and sign up for our newsletter using the form at the bottom of this page.
