Eleven years after discarding it, Toyota is resurrecting the Scion brand in North America with a decidedly un-traditional focus. Certainly one miles removed from the nameplate’s previous existence as a sub-brand devoted to youth-focused models.
Starting in the second half of 2027, the Japanese automaker will launch Scion by Toyota, a new experimental brand designed to explore niche mobility markets. The first product to emerge from the experimentation is the KEI-01, a low-speed, fleet-focused Japanese kei truck. And in the spirit of experimentation, the truck will be right-hand drive, postal-delivery vehicle style, and it will be sold in the U.S.
There’s no confirmation at this point about any plans for a Canadian launch.
In any case, where the original Scion brand (lifespan: 2003-2016) targeted young retail buyers with quirky, affordable hatchbacks and coupes, the new brand shifts toward commercial, municipal, and industrial applications.
Made in the USA
The Scion by Toyota KEI-01 is a derivative of the Japanese-market Daihatsu Hijet (also sold as the Toyota Pixis). To bypass the so-called and infamous American "Chicken Tax" on imported light trucks and dodge broader U.S. automotive import tariffs, Toyota will build the KEI-01 at its manufacturing facility in Indiana.
The automaker is investing $34 million into the Indiana plant to support the assembly of knocked-down kits shipped directly from Japan, a move expected to create some 50 local jobs.
Top speed: 25 mph or 40 km/h
To satisfy regulatory hurdles, Toyota is registering the truck under U.S. Federal Motor Vehicle Safety Standards Regulation 500 for Low-Speed Vehicles (LSVs). This classification allows four-wheeled vehicles under 3,000 lb to operate legally on public roads with posted speed limits up to 35 mph, provided the vehicle's top speed is electronically capped at 25 mph (40 km/h).
Interestingly, the KEI-01 retains its authentic Japanese right-hand-drive layout and compact dimensions, measuring roughly 11 feet (3,353 mm) in length and under 5 feet (1,524 mm) in width.
Powertrain of the Scion by Toyota KEI-01
Under the tiny cabin lies a naturally aspirated 660cc (0.6L) three-cylinder engine outputting roughly 50 horsepower. Power is routed through a continuously variable transmission (CVT) to a standard selectable four-wheel-drive system featuring an auto mode and a push-button locking mechanism for rough terrain.
Interior of the Scion by Toyota KEI-01
Designed for tight urban spaces, farms, campuses and job sites, the KEI-01 features an extended cabin with a bunch of bells and whistles that should please North American consumers: sliding and reclining seats, an elevated roofline for extra headroom, air conditioning and a touchscreen infotainment system.
The rear bed features three-way fold-down cargo walls, offering a payload capacity of 600 lb (272 kg) along with structural rigidity to tow small trailers.
Fleet-first pilot launch
Toyota will initially limit sales of the KEI-01 to commercial fleet buyers, small business owners, municipalities and agricultural operators through a select network of specialized Scion by Toyota dealerships. While retail sales to individual consumers could follow depending on demand, initial volume predictions remain modest.