Toyota is dusting off the Scion badge for a radically different mission. Rather than targeting youth-oriented hatchbacks, “Scion by Toyota” is positioning itself as an experimental mobility incubator – and its first vehicle is an authentic Japanese-style kei truck built in Indiana.
Kei vehicles, built to meet Japanese light vehicle regulations, are enjoying growing popularity around the world, including here in the United States. More than 30,000 used kei trucks have been imported into the United States since 2020, with approximately 7,500 units entering the country each year. Even President Trump is a fan, telling reporters last year that he had authorized the Department of Transportation to approve their production.
Toyota appears to be the first to test the American market’s appetite for small trucks. The choice to use the Scion brand, which was discontinued in 2016, appears to indicate that the automaker hopes to attract younger car buyers. But more than that, Toyota says it views Scion as a testing ground for utility, outdoor adventure and customization that wouldn’t typically fit any of its other models.
When it lands in the second half of 2027, Scion’s KEI-01 sports a 660cc three-cylinder gasoline engine paired with a continuously variable transmission. It won’t win any drag races, but it should provide enough power for stop-and-go driving while using a minimal amount of fuel.
Its true superpower comes from its small dimensions. Measuring about 11 feet long and less than 5 feet wide, the KEI-01 is about half the footprint of a full-size pickup. It can easily squeeze through cramped aisles, narrow barn aisles, garden gates or busy campus paths where standard trucks cannot pass.
The truck features an on-demand 4WD system with a push-button lock mode. Whether you’re traversing muddy grass, gravel work roads or wet slush, power is distributed to all four wheels to prevent the truck from spinning or getting stuck.
Inside, the vehicle looks rather cheap, with lots of black plastic and a noticeable absence of premium materials. We hope this helps keep the price low – although Toyota has yet to disclose any trim options. Japanese imports typically range from $6,000 to $12,000.
Because it is certified under federal Low Speed Vehicle (LSV) rules – also used for golf carts and golf cart-adjacent 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 the metal sides to drop cargo. The KEI-01 can hold up to 600 pounds of dirt, tools or equipment, and can easily tow small utility trailers or mowers.
Unlike an open utility wagon or ATV, this small truck has a fully sealed cabin equipped with heating and air conditioning. The extended roofline provides the driver with additional headroom, reclining seats and interior storage space behind the seats to keep tools dry and secure. True to classic Japanese utility imports, the steering wheel is on the right side of the cabin. Beyond the cool factor, curbside delivery and walking directly onto the sidewalks or shoulders of the construction site is faster and safer.
To make the KEI-01 compliant with U.S. automobile manufacturing rules and regulations, Toyota is investing $34 million in its Princeton, Indiana, manufacturing plant to implement local assembly and create approximately 50 jobs. Production will begin in the second half of 2027, but ordinary drivers won’t be able to buy one 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, distributed through a specialized group of existing Toyota dealers. Although Toyota says it might consider opening retail sales if demand warrants it, the initial rollout is largely being treated as an experiment to gauge how useful the U.S. really is.
The KEI-01 was joined by two adventure-themed concepts that show Scion’s new direction extends well beyond economy sedans. The SxS concept packs a 300-plus horsepower turbo hybrid setup for high-speed off-roading, while the BKE modular concept explores compact personal mobility. Together, they signal that Scion’s second act is aimed squarely at niche utility and experimental leisure.
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