Toyota surprised the industry with an announcement that it is bringing an ultra-compact kei truck to the US, in the form of the Scion KEI-01.
For those who remember, the Scion was a Toyota brand aimed primarily at millennials. While the brand was discontinued in 2016, Toyota is bringing it back as a “freedom lab” designed to explore new concepts and bold ideas.
Scion by Toyota is a “freedom lab” built around bold ideas, curiosity and possibility. It starts by asking what’s next—and how far an idea can go. That curiosity is where beyond starts, and opens new possibilities to explore, experiment and make something entirely your own. Scion by Toyota will learn and evolve through new vehicle concepts, designs, capabilities, and experiences that could help shape the future of Toyota mobility.
The brand builds on the experimental spirit associated with the original Scion, reimagined for a new generation. This new endeavor gives Toyota a space to challenge conventions and provide drivers with more freedom to experiment, personalize and create something that is uniquely theirs.
Kei trucks are popular in Asia, giving users an inexpensive, ultra-compact trucks that are often the workhorses of their regions. Until now, kei trucks have been a niche in the US, largely limited to imported used models, with American buyers generally preferring larger, full-size pickups. Toyota, however, clearly sees an opportunity to bring the truck to the US, and putting it under the newly formed Scion by Toyota brand makes sense.
Providing the functionality, efficiency and versatility of Japan’s legendary kei trucks, the KEI-01 brings a proven concept to American customers in a packaged way that only Toyota companies can deliver. Designed to meet applicable low-speed vehicle federal safety requirements, the KEI-01 comes standard with a 660cc three-cylinder engine, a continuously variable transmission, and four-wheel drive (4WD) making it an affordable, highly capable, and remarkably maneuverable package.
Toyota has long focused on bringing customers vehicles that fit the way they live and work. For decades, kei trucks have earned a strong reputation in Japan and some other Asian markets for their practicality and versatility. The KEI-01 brings that combination to a new audience while challenging the traditional blueprint, giving customers the freedom to make it their own.
That spirit of going beyond blueprints, combined with Toyota’s commitment to “Fun to Drive,” makes the KEI-01 a natural first expression of the Scion by Toyota brand.
Interestingly, Toyota plans to take the launch slow, going for a “low-volume niche vehicle” approach. The company plans to go with “a fleet-focused pilot program,” designed to help the company gauge interest and see what works best for the US market and consumers.
Toyota says fleet sales will initially be limited to selected Scion by Toyota dealerships, although the company may open up limited retail sales, depending on demand.
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