Toyota brings Japan’s tiny trucks that Trump loves to America
Toyota is relaunching its dormant Scion brand to introduce the KEI-01, a tiny Japanese kei-class pickup truck, to the American market. The move capitalizes on a growing enthusiast following for compact utility vehicles and reported interest from former President Donald Trump. Multiple outlets confirm the brand's return and the specific KEI-01 model, positioning it as a niche offering distinct from full-size trucks.
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- ✓ Toyota is relaunching the Scion brand in the United States.
- ✓ The first new model is the KEI-01, a Japanese kei-class minitruck.
- ✓ The vehicles are described as 'tiny trucks' with a devoted following in the U.S.
- ✓ Former President Donald Trump has expressed fondness for this class of vehicle.
What changed
Toyota officially announced the return of the Scion brand and the debut of the KEI-01 minitruck for the U.S. market.
Live updates
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Toyota revives Scion brand to sell Japanese kei-class minitrucks in the U.S.
Toyota is relaunching its dormant Scion brand to introduce the KEI-01, a tiny Japanese kei-class pickup truck, to the American market. The move capitalizes on a growing enthusiast following for compact utility vehicles and reported interest from former President Donald Trump. Multiple outlets confirm the brand's return and the specific KEI-01 model, positioning it as a niche offering distinct from full-size trucks.
Why it matters
Japanese kei trucks have long been barred from U.S. roads by safety and emissions standards, creating a 'forbidden fruit' allure among collectors and off-road enthusiasts. Toyota's decision to federalize a kei-class vehicle under the youth-oriented Scion marque, discontinued in 2016, signals a bet that regulatory pathways now exist for these ultra-compact haulers. The Financial Times notes the segment has an unexpected high-profile admirer in Trump, adding political curiosity to the commercial calculation.
What is confirmed
- Toyota is relaunching the Scion brand in the United States.
- The first new model is the KEI-01, a Japanese kei-class minitruck.
- The vehicles are described as 'tiny trucks' with a devoted following in the U.S.
- Former President Donald Trump has expressed fondness for this class of vehicle.
Still unconfirmed
- The KEI-01 will be fully federalized for legal road use in all 50 states.
- Pricing will start under $20,000 to undercut full-size pickups.
What to watch next
- EPA and NHTSA certification documents for the KEI-01
- Dealer network announcements for the revived Scion brand
- Official on-sale date and pricing release
confidence 90%Sources used for this update (8)
- www.dailymail.com — UK Home | Daily Mail Online
- www.theepochtimes.com — North Korea Launches Multiple Missiles Days After South Korean Hypersonic Weapon Test | The Epoch Times
- autos.yahoo.com — He Bought a Banned 500-HP Chinese EV for $3,000—and It Destroys 0-60 in 3.9 Seconds
- WSJ — Toyota’s Scion Brand Returns With Japan’s Forbidden-Fruit Minitrucks
- Toyota USA Newsroom — Toyota Says ‘Okei’ to America: Introducing the Scion by Toyota Brand and KEI-01
- The New York Times — Toyota Sees a U.S. Future for Tiny Trucks With a Devoted Following
- Financial Times — Toyota brings Japan’s tiny trucks that Trump loves to America
- Car and Driver — Scion Is Back, with a Tiny Kei-Class Truck. Yeah, You Read That Right
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