Scion Is Back: Toyota Revives the Brand With the KEI-01, a Tiny Truck Built in Indiana

Scion is back, and it is nothing like the brand that sold boxy hatchbacks to young drivers a decade ago. Toyota has revived the name as Scion by Toyota, an experimental sub-brand it describes as a freedom lab, and its first vehicle is a tiny right-hand-drive pickup called the KEI-01. Searches for Scion surged across the US as car fans tried to work out what Toyota is doing. Here, we explain what Scion by Toyota actually is, what the Toyota KEI-01 kei truck can and cannot do, and where it will be built.

Scion Returns, With a Twist

Toyota Motor North America announced the new brand on 10 November 2026. The original Scion ran from 2003 to 2016 as a youth-focused brand known for affordable, quirky cars such as the xB and the iQ. This revival keeps the experimental spirit but drops the idea of a conventional car lineup.

Officials have described Scion by Toyota as a brand built around curiosity and new ways to explore mobility, as 14 News reported. In practice, it looks like a place for Toyota to test unusual vehicles that would not fit the main brand.

Toyota hinted at this a year ago, displaying a Scion concept at SEMA in 2025.

Meet the KEI-01

The brand’s opening act is the KEI-01, a very small work truck modelled on Japan’s kei trucks, the small workhorses used on farms and in cities across Japan.

Three details make it unusual for an American vehicle:

• It is right-hand drive. The steering wheel sits on the right, like a Japanese-market vehicle, even though Americans drive on the right-hand side of the road.
• It is a low-speed vehicle. It is not designed or permitted for highway use, as CarScoops explained, so it suits farms, campuses, resorts and neighborhood roads rather than commuting.
• It is slow. Reviewers have joked that a fit cyclist could keep up with it.

Built in Indiana

One of the most notable parts of the announcement is where the KEI-01 will be made. Toyota says it will be assembled at its Princeton, Indiana plant, which already builds larger models such as the Highlander and Grand Highlander.

That makes the KEI-01 a rare thing: an American-built vehicle inspired by a Japanese category of truck that has long been difficult to import and register in the US. Several states restrict older imported kei trucks, so a factory-built, US-legal version removes a lot of paperwork headaches for buyers.

Who Is It For?

Toyota has not published full pricing or availability details yet. Based on what has been shown, the likely buyers are:

• Farms and small holdings that need a compact hauler for short trips.
• Campuses, resorts and large sites where staff move tools and supplies.
• Businesses wanting a cheap, simple utility vehicle for low-speed work.
• Enthusiasts drawn to kei culture who want a legal, warrantied option.

If you need a vehicle for highways or long drives, this is not it. A conventional pickup such as the redesigned Sierra, covered in our guide to the 2027 GMC Sierra 1500 Denali, remains the better choice.

What Comes Next

Reports suggest the KEI-01 is only the beginning, and that Toyota plans more experimental products under the Scion name. The company has not confirmed a full lineup, so treat talk of future models as speculation for now.

For more on how vehicles are changing, see our coverage of Waymo’s Toyota robotaxis. Our are kei trucks legal in the US guide explains the import rules.

A Familiar Name on a Very Different Vehicle

Toyota’s decision to revive Scion for a slow, right-hand-drive mini truck is one of the strangest and most interesting moves in the car industry this year. Whether buyers want it is another question. Watch for pricing and availability details, and consider whether a low-speed vehicle actually fits how you drive.

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