Toyota is officially dusting off the Scion badge for a radically different mission than its previous youth-market hatchback era. Positioned now as an experimental mobility incubator, "Scion by Toyota" is kicking off its second act with an authentic Japanese-style kei truck built right here in the United States. The vehicle, designated as the KEI-01, will be manufactured at Toyota's Princeton, Indiana facility following a $34 million local investment that will add roughly 50 jobs.
Kei vehicles, originally built to satisfy Japan's strict light vehicle regulations, have enjoyed surging popularity across the globe and within the United States. More than 30,000 used kei trucks have been imported into the country since 2020, with approximately 7,500 units entering annually. Toyota is looking to be the first major automaker to test the American market's official appetite for these tiny utility trucks by manufacturing them domestically.
Key takeaways
- Toyota is reviving the discontinued Scion badge as an experimental mobility incubator focused on utility, adventure, and customisation.
- The first vehicle, the KEI-01, is an American-made kei truck built at Toyota's Princeton, Indiana plant with a $34 million investment.
- Certified under federal Low-Speed Vehicle rules, the truck features a top speed capped at 25 mph and a 660cc three-cylinder gas engine.
- The initial rollout is strictly a fleet-focused pilot program targeting campuses, farms, municipalities, and local delivery operators.
Engineering and specifications of the KEI-01
Scheduled to land in the second half of 2027, the KEI-01 sports a 660cc three-cylinder gas engine paired with a continuously variable transmission. Because it is certified under federal Low-Speed Vehicle rules, its top speed is strictly capped at 25 mph. The truck measures roughly 11 feet long and under 5 feet wide, giving it about half the footprint of a full-size pickup truck. This diminutive size allows it to thread through cramped alleys, narrow barn aisles, and garden gates.
The vehicle features an on-demand four-wheel-drive system with a push-button locking mode designed for navigating muddy farm turf or gravel work paths. Inside, the cabin features practical black plastic materials and includes both heating and air conditioning. True to classic Japanese utility imports, the steering wheel is positioned on the right side of the cab to allow for safer curbside deliveries. The truck bed includes three sides that fold completely flat, accommodating up to 600 pounds of cargo.
Fleet rollout and future concepts
Toyota is not releasing the KEI-01 directly to everyday retail drivers right out of the gate. The company is launching the mini-truck strictly as a fleet-focused pilot program targeting corporate campuses, farms, municipalities, and local delivery operators through a specialized group of existing Toyota dealerships. While consumer sales could be considered down the road based on demand, the initial phase remains an experiment to evaluate real-world US utility.
Alongside the KEI-01, Scion showcased two adventure-themed concepts to demonstrate its new direction. The SxS Concept features a 300-plus-horsepower hybrid turbo setup for high-speed off-roading, while the modular BKE Concept explores compact personal mobility. Production for the Indiana-built kei truck is slated to begin in the second half of 2027.
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