Toyota Revives Scion Brand to Bring Japanese ‘Kei’ Trucks to American Roads

A New Direction for Toyota in the US

Toyota has officially confirmed that it will bring the popular Japanese “kei” truck concept to the United States market. On Tuesday, the automotive giant announced that it will begin assembling a new, compact pickup truck model, the Kei-01, at its Indiana manufacturing facility. The production is scheduled to commence in the second half of 2027. Notably, this initiative marks the revival of Toyota’s Scion brand, which the company had previously discontinued in 2016.

Understanding the Kei Truck

The term “kei” is derived from “keijidosha,” which translates roughly to “light car.” These vehicles are a staple of the Japanese automotive landscape, prized for their compact size and low cost. In Japan, the average price for a kei vehicle typically ranges between $6,000 and $11,000. The Kei-01 model destined for the US will be based on the Daihatsu Hijet Jumbo.

The vehicle stands in stark contrast to the current American automotive market. It is nearly four feet shorter than a Toyota Corolla, features a motorcycle-sized three-cylinder engine, and has a top speed of 25 mph. Furthermore, the vehicle utilizes a right-hand drive configuration. Despite its diminutive stature, Toyota reports that the truck is capable of carrying a payload of up to 600 pounds in its bed.

Addressing the Market Gap

Toyota’s move comes at a time when the American market is seeing a decline in affordable vehicle options. According to data from Cox Automotive, only five new-vehicle models currently maintain an average transaction price below $25,000. This follows the discontinuation of several budget-friendly options since the end of 2024, including the Nissan Versa, Mitsubishi Mirage, and Kia Soul.

In October, the average transaction price for a new vehicle in the US reached a record high of $51,109, as reported by Kelley Blue Book. Pickup trucks remain the most expensive category, with an average price of $67,912. By introducing the Kei-01, Toyota is betting that there is significant consumer and commercial demand for smaller, more economical alternatives to the full-size trucks that currently dominate the landscape.

Safety and Regulatory Context

For years, American enthusiasts have imported older kei trucks, relying on federal rules that permit the import of vehicles at least 25 years old, even if they do not meet modern US safety standards. Toyota’s new US-assembled version will differ significantly, as the company has confirmed the Kei-01 will include updated safety features, such as modern seatbelts, and will be eligible for use in all 50 states.

While Toyota has described the vehicle as “affordable,” it has not yet disclosed specific pricing for the American market. Initially, the Kei-01 will be reserved exclusively for commercial fleets.

Political and Industry Momentum

The decision to manufacture these vehicles domestically aligns with recent political interest. Following a trip to Asia in 2025, President Donald Trump expressed enthusiasm for the vehicles, describing them as “amazing.” In December 2025, he stated on social media that he had approved the production of these “tiny cars” in America, emphasizing their potential for fuel efficiency and affordability.

Toyota is not the only manufacturer exploring smaller vehicle segments. Other companies are also investigating alternatives to the traditional full-size pickup. Ford is currently developing its sub-$30,000 Fathom EV, while startups such as Telo and Slate Auto are working on electric pickups that are roughly the size of a Mini Cooper, signaling a broader industry trend toward downsizing in the American pickup market.

Source: businessinsider.com