Toyota revives Scion brand with American-made 25-mph kei truck

Toyota is bringing back the Scion badge for an entirely new project. Rather than focusing on youth-market hatchbacks, "Scion by Toyota" is being positioned as an experimental mobility incubator, and its debut vehicle is an authentic Japanese-style kei truck manufactured in Indiana.

Kei vehicles, which are designed to meet Japan’s light vehicle regulations, are becoming increasingly popular globally, including in the US. Since 2020, more than 30,000 used kei trucks have been imported into the US, with approximately 7,500 units entering the country each year. President Trump has expressed support for the vehicles, telling reporters last year that he authorised the Department of Transportation to approve their production.

Toyota appears to be the first manufacturer to test the American market’s appetite for these tiny trucks. The decision to utilise the Scion brand, which was discontinued in 2016, suggests that the automaker hopes to attract younger car buyers. Furthermore, Toyota states it views Scion as a testing ground for utility, outdoor adventure, and customisation that would not typically fit within its other models.

When it arrives in the second half of 2027, the Scion KEI-01 will feature a 660cc three-cylinder gas engine paired with a continuously variable transmission. It will not win any drag races, but it should provide enough power for stop-and-go driving while consuming a minimum amount of fuel.

The vehicle's true power lies in its small dimensions. At approximately 11 feet long and under 5 feet wide, the KEI-01 has about half the footprint of a full-size pickup. It can easily navigate through cramped alleys, narrow barn aisles, garden gates, or busy campus pathways where standard trucks are unable to fit.

The truck is equipped with an on-demand 4WD system featuring a push-button locking mode. If a driver is crossing muddy farm turf, gravel work paths, or wet slush, power is split to all four wheels to prevent the truck from spinning out or becoming stuck.

Inside, the vehicle appears quite basic, featuring significant amounts of black plastic and a noticeable absence of premium materials. This is expected to help keep the price low, though Toyota has not yet disclosed any trim options. Japanese imports typically range from $6,000 to $12,000.

Because it is certified under federal Low-Speed Vehicle (LSV) rules—the same regulations used for golf carts and similar vehicles—its top speed is strictly limited to 25 mph. The truck bed features three sides that fold completely flat, eliminating the need to lean over high metal sides to load cargo. The KEI-01 can carry up to 600 pounds of soil, tools, or gear, and can easily tow small utility trailers or mowers.

Unlike an open utility cart or ATV, this tiny truck has a fully sealed cabin equipped with both heating and air conditioning. The extended roofline provides drivers with extra headroom, reclining seats, and interior storage behind the seats to keep tools dry and secure. In keeping with classic Japanese utility imports, the steering wheel is positioned on the right side of the cab. Beyond the appeal, curbside delivery and stepping directly onto sidewalks or worksite shoulders is quicker and safer.

To ensure the KEI-01 conforms to US auto manufacturing rules and regulations, Toyota is investing $34 million into its Princeton, Indiana manufacturing plant to establish local assembly and add approximately 50 jobs. Production will commence in the second half of 2027, but everyday drivers will not be able to purchase one off the lot immediately.

Scion by Toyota is launching the mini-truck strictly as a fleet-focused pilot program targeting corporate campuses, farms, municipalities, and local delivery operators.