Toyota Revives Scion Brand With US-Built Kei Truck Starting 2027
Toyota announced on November 10th that it is reviving the Scion brand, which it discontinued in 2016. The brand will launch as a 'freedom lab' for experimental mobility projects, starting with the KEI-01, a 25-mile-per-hour utility truck with a 660-cubic-centimeter engine. The truck will be assembled at Toyota's manufacturing plant in Princeton, Indiana, beginning in the second half of 2027, backed by a 34 million dollar investment that will create approximately 50 new jobs. The KEI-01 responds to growing American interest in Japanese-style kei trucks, which are typically compact commercial vehicles. Toyota is also showing two concept vehicles under the Scion banner: a 300-horsepower hybrid side-by-side off-roader and a compact electric personal mobility scooter. Initial sales will focus on fleet customers like farms, municipalities, and businesses before any potential retail availability.
Key facts
- Toyota announced Scion revival on November 10, 2026, ten years after discontinuing the brand in 2016
- KEI-01 kei truck will have 660cc three-cylinder engine with top speed capped at 25 mph
- Vehicle will be assembled at Toyota Manufacturing facility in Princeton, Indiana starting second half of 2027
- Toyota investing $34 million with approximately 50 new jobs created at Indiana plant
- KEI-01 designed to comply with Federal Motor Vehicle Safety Standards as low-speed vehicle
- Scion brand positioned as 'freedom lab' for experimental mobility including hybrid side-by-side and electric scooter concepts
- Initial sales will focus on fleet customers through selected Scion dealers before potential retail expansion
How different outlets framed it
Left-leaning coverage: Progressive outlets highlight Scion as part of Toyota's broader commitment to sustainable, efficient mobility solutions and innovation in addressing environmental challenges. They note the emphasis on smaller vehicles requiring fewer materials and offering better fuel economy, aligning with global shifts toward lower carbon footprints and reducing overall environmental impact through right-sizing fleet vehicles.
Right-leaning coverage: Right-leaning outlets emphasize domestic manufacturing jobs and American production, noting the $34 million investment and 50 jobs in Indiana as concrete domestic manufacturing commitment rather than import-only novelty. Some sources mention the practical appeal of the vehicle aligning with energy-efficient approaches and note that President Trump has already praised the concept of American-built kei trucks.
Limits of this briefing
Coverage is primarily from automotive enthusiast and business outlets; limited independent labor or environmental analysis sources. Pricing and detailed specifications remain unannounced, limiting full assessment of market viability.
Sources
- Bloomberg: Toyota to Build a Mini Car at Indiana Plant, Reboot Scion Brand Centre
- Fox 59: Indiana plant to manufacture Toyota's Scion-branded utility truck Right
- LeftLaneNews: Toyota Brings Back Scion as Off-Road-Focused Brand, Sparking Excitement Among Adventure Enthusiasts Left
- Capital Digest: Toyota revives Scion with Kei mini truck that has Trump's backing Right
- Autoblog: Toyota Plans to Bring Back Scion—But Not as a Car Brand Centre