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.

Today, Toyota announced the official revival of Scion, but instead of being a quirky and budget-conscious line, they are becoming Toyota’s cornerstone of curiosity. Now called “Scion by Toyota,” it is being launched as a “freedom lab” where drivers can, and are encouraged to challenge conventional ways of thinking about mobility through design, vehicle concepts, and features.

“Okei,” let’s go.

Their first production vehicle is the KEI-01, an ultra-compact utility truck, otherwise known as a kei truck. Toyota will be using its existing manufacturing infrastructure in Indiana to “produce” them for sale in the American market. “Produce” is in quotation marks because the KEI-01 is quite literally a rebadged Toyota Pixis, which is a rebadged Daihatsu Hijet Jumbo Cab. Based on its initial imagery it is seemingly also still right-hand drive, and there’s no word on if a LHD variant will be available in the future.

With its friendly little 660cc engine and CVT transmission, the KEI-01 was certified to meet American low-speed vehicle safety standards, meaning it has a limited top speed of less than 25mph and is only legal on roads with a posted speed limit of less than 35mph. This makes it not really usable as a daily driver, but keeps it in this beautiful sweet spot where it has a shocking number of commercial and agricultural uses.

The KEI-01 has a 600-pound payload (which means cargo and passengers) and a three-way fold-down cargo bed, making it a well-equipped workhorse for use on farms and in warehouses. It’s only about 5 feet wide and 11 feet long, which makes it great for use as a delivery or work vehicle in dense, urban areas like New York City. Believe it or not, it also has 4WD, which means it can traverse uneven terrain in more rural areas with ease. And don’t worry if it’s hot outside, because heat and air conditioning are standard.

It’s worth noting that, while Kei trucks are currently sold new in the U.S. as “mini trucks” through independent distributors, this one is sold directly by Toyota. Before you rush to your local Toyota dealer to place a deposit, I’m going to have to burst your bubble a bit. Initially, the KEI 01 is only going to be available in a low-volume, niche pilot program entirely focused on fleet usage beginning in late 2027. Depending on performance and owner feedback, availability of the KEI-01 may eventually be expanded, but no further information is available from Toyota at the time.

The Hybrid Side-By-Side

Two other mobility concepts accompany the KEI-01 in the Scion by Toyota lineup, the SxS Concept and the BXE Concept.

The SxS Concept was unveiled at the 2025 SEMA Show as a purpose-built side-by-side all-terrain vehicle (click here for our coverage). Developed by Toyota North America, the off-road concept is outfitted with a turbocharged four-cylinder from the Tacoma making in the realm of 300hp. You won’t have to worry about your turbo spool scaring away local fauna, as it is equipped with a “Silent Mode,” which allows the driver to switch from the boisterous internal combustion system to a much more civilised fully electric driving mode. Unlike the KEI-01, the SxS Concept is still just that – a concept, with no current plans to have a version available to the public.

Last, but not least, is the BKE Concept. The BKE concept is entirely focused on personal mobility in the outdoors, filling the gap between the utility of the KEI-01 and the pure performance of the SxS Concept. Its small form factor and rugged tires make it an ideal off-roader for traversing narrow paths while being portable enough to stow away when not in use or easily tote around in the back of a car.

Top graphic image: Toyota