Toyota Introduces the Scion by Toyota Brand & Its First KEI-01 Minitruck

Toyota Motor North America (TMNA) has introduced Scion by Toyota, a new brand “built around curiosity, possibility and the freedom to explore mobility in new ways.” The company also unveiled the brand’s first vehicle, the KEI-01, an ultra-compact utility truck that will arrive in the U.S. in the second half of 2027.

Scion by Toyota is a “freedom lab” built around bold ideas, curiosity and possibility, Toyota officials noted in a press release.

“The future of mobility will not be defined by one vehicle, one technology or one way of thinking,” said Simon Humphries, chief branding officer, head of design, Toyota Motor Corporation. “Scion by Toyota gives us a place to challenge conventional thinking, explore new possibilities and create mobility in new ways.”

The KEI-01: Where the Journey Begins

The KEI-01 is the first manifestation of the Scion by Toyota vision.

Providing the functionality, efficiency and versatility of Japan’s famous kei trucks, the KEI-01 brings a proven concept to American customers. Designed to meet applicable low-speed vehicle federal safety requirements, the KEI-01 comes standard with a 660cc 3-cylinder engine, a continuously variable transmission and four-wheel drive (4WD), making it an affordable, highly capable and maneuverable package.

As an intentionally low-volume, niche vehicle, the KEI-01 will initially be offered through a fleet-focused pilot program to help the company learn how it can best serve U.S. customers and use cases. Initial fleet sales are planned through Scion by Toyota dealers selected from current Toyota dealers, which will serve as the customer-facing sales channel.

The KEI-01 is a right-hand-drive vehicle designed to comply with FMVSS No. 500 requirements for LSVs. Its maximum speed will be 25 miles per hour. It is designed to meet a wide range of customer needs, including:

• Small business owners looking for an affordable urban commercial vehicle
• Farmers and ranchers requiring a dependable daily workhorse
• Municipalities, universities and corporate campuses seeking efficient fleet vehicles
• Delivery and service providers operating in urban environments
• Outdoor enthusiasts and hobbyists wanting a versatile utility vehicle

The KEI-01 will be assembled at Toyota Motor Manufacturing Indiana (Toyota Indiana) starting in the second half of 2027, supported by a $34 million investment that will add approximately 50 new jobs.

Based on market conditions, customer demand and operational considerations, Toyota may consider expanding availability beyond fleet customers to include a limited number of retail sales, the release stated.