Scion, which once was a Toyota sub-brand pushing affordable, easily customizable vehicles, is back.
The brand was banished to the great junkyard in the sky in 2016, but Toyota is resurrecting it as “Scion by Toyota.” And instead of having affordable city cars and sports cars, it will be selling a Kei truck. At least at first.
Named the KEI-01, the small truck will meet federal low-speed vehicle safety requirements, and it will be powered by a 660-cc three-cylinder engine that mates to a continuously-variable automatic transmission. It will be four-wheel drive.
Sales will initially be limited to fleet customers, and Toyota doesn’t plan on building a lot of units, at least at first. The vehicle is meant to be seen more as a test case for Toyota to see how Kei vehicles could work in the U.S. and on the North American market.
“The future of mobility will not be defined by one vehicle, one technology or one way of thinking,” said Simon Humphries, Chief Branding Officer, Head of Design, Toyota Motor Corporation, in a statement. “Scion by Toyota gives us a place to challenge conventional thinking, explore new possibilities and create mobility in new ways. The KEI-01, SxS and BKE concepts each represent a different possibility—and together, they show what can happen when curiosity leads the way.”
Toyota expects to launch the KEI-01 in the second half of 2027.
Tim’s Take
It’s pretty cool to see a Kei truck for sale on our shores, but retail customers can’t run out and buy one. So put that dream on hold.
Instead, keep an eye on Toyota as it sees how effective the truck can be in fleet use — I expect the ultra-compact truck will be used a lot for deliveries in urban settings. If there’s a retail demand and the vehicle can be made to handle safety regulations and higher speeds, it might go on sale to the rest of us. Otherwise, it’s going to be used for businesses that need to maneuver in tightly-packed big cities and maybe some farm use and probably not much more.
[Images: Toyota]
