Toyota brings back Scion with a $9,000-inspired mini pickup built in Indiana

# Toyota Revives Scion Brand With Plans to Build Compact Kei-01 Pickup in the US

Toyota has announced plans to bring back its Scion brand, nearly a decade after discontinuing it in 2016. The automaker also unveiled the Kei-01, a compact pickup truck that it plans to assemble at its Indiana manufacturing facility during the second half of 2027. The announcement signals Toyota's interest in exploring smaller, affordable vehicles and introducing new mobility concepts to American customers.

The Kei-01 is based on Japan's popular kei vehicle category, a term derived from the Japanese word “keijidosha,” which refers to lightweight vehicles. These compact cars and trucks are designed for practical transportation and are widely used in Japan. Typical kei vehicles are priced between $6,000 and $11,000, making them considerably more affordable than many conventional vehicles.

The upcoming Kei-01 is nearly four feet shorter than Toyota's Corolla and features a compact three-cylinder engine comparable in size to those commonly found in motorcycles. The vehicle has a stated top speed of 25 mph and comes with a right-hand steering wheel. Toyota said the model has been developed to comply with applicable federal safety requirements for low-speed vehicles.

The pickup will come equipped with a 660cc three-cylinder engine, a continuously variable transmission and four-wheel drive. Its compact dimensions and practical configuration are intended to serve customers with specific transportation and utility requirements rather than compete directly with conventional full-size pickup trucks.

Toyota plans to introduce the Kei-01 through an initial fleet-focused pilot program. The company will use this phase to understand customer requirements, evaluate potential applications, and determine how the vehicle could fit into the US market. Initial fleet sales will be managed by selected Scion by Toyota dealerships drawn from the automaker's existing Toyota dealer network.

Although the first phase will focus on fleet customers, Toyota has not ruled out making the vehicle available to individual buyers. The company may consider limited retail sales in the future, depending on market conditions, customer interest, and operational requirements.

The revival of Scion is also intended to create a platform for experimenting with new automotive ideas. Toyota describes the brand as a “freedom lab” focused on curiosity, bold concepts, and fresh possibilities. Rather than limiting Scion to a conventional vehicle lineup, the company plans to use it to explore new designs, capabilities, mobility solutions, and customer experiences.

Alongside the Kei-01, Toyota introduced two additional concepts, the SxS Concept and the BKE Concept. The SxS Concept is a purpose-built side-by-side vehicle developed by Toyota's North American engineering team. It combines a compact off-road design with a high-output, turbocharged four-cylinder hybrid powertrain capable of producing more than 300 horsepower. The vehicle is intended for use across different types of terrain.

The BKE Concept, meanwhile, is designed as a small and adaptable vehicle that could support a variety of lifestyles, activities, and experiences. Toyota has presented it as another example of how the company wants to explore mobility beyond traditional passenger cars and trucks.

Simon Humphries, Toyota Motor Corporation's chief branding officer and head of design, said the future of mobility would not be shaped by a single vehicle, technology, or approach. He explained that Scion by Toyota would provide an opportunity to challenge conventional thinking and investigate different possibilities. According to Humphries, the Kei-01, SxS, and BKE concepts demonstrate how curiosity can lead to new directions in vehicle development.

The decision to produce the Kei-01 in Indiana also reflects Toyota's continued investment in its US manufacturing operations. The project is supported by a $34 million investment and is expected to create approximately 50 new jobs at the facility. Toyota said the production plan represents its commitment to American manufacturing and employment.

The announcement comes at a time when affordable vehicle choices in the United States have become increasingly limited. Several models that previously offered relatively inexpensive entry points into the market, including the Mitsubishi Mirage, Nissan Versa, and Kia Soul, have been discontinued. This has created greater interest in smaller and more economical transportation alternatives.

Kei trucks have traditionally been difficult for American buyers to purchase new because most are designed for the Japanese market. As a result, people interested in owning these compact vehicles have generally relied on older imported models. Under US import regulations, vehicles that do not meet current federal safety standards can generally qualify for importation once they reach 25 years of age.

The Kei-01 is based on the Daihatsu Hijet Jumbo, a compact Japanese truck that sells for approximately $9,000 in its home market. However, Toyota has not yet disclosed the vehicle's expected US price, and its eventual retail availability remains uncertain.

By reviving Scion and introducing the Kei-01 alongside two experimental concepts, Toyota is exploring a different approach to the American automotive market. The company's initial fleet program will provide an opportunity to assess demand for compact utility vehicles before making broader decisions about availability. The project could also offer insight into whether smaller vehicle formats can find a stronger place in a market traditionally dominated by larger cars, SUVs, and pickup trucks.