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● LIVE Updated 2h ago · 12 sources tracked

Toyota’s Scion is back, starting with an American-made, 25-mph kei truck

Toyota has officially resurrected its Scion brand to sell Japanese kei-class mini trucks in the United States, starting with the KEI-01. The vehicle will be assembled in America and limited to a 25 mph top speed, classifying it as a low-speed vehicle rather than a highway-capable truck. Toyota confirmed the launch through its own newsroom, marking the brand's return more than a decade after Scion was discontinued in 2016. The KEI-01 represents the first model in what Toyota suggests could be a broader lineup of small utility vehicles for the U.S. market.

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⚡ Key Developments & Real-Time Context
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  • ✓ Toyota is reviving the Scion brand to sell kei-class mini trucks in the United States.
  • ✓ The first model is called the KEI-01 and will be assembled in America.
  • ✓ The KEI-01 has a top speed of 25 mph, classifying it as a low-speed vehicle under federal regulations.
  • ✓ Toyota announced the launch through its official USA Newsroom.
🛡️ Source Corroboration: 12 independent reporting domains (92% confidence) ⏱ Read time: ~3 min

What changed

Toyota officially announced the Scion brand revival and KEI-01 mini truck via its corporate newsroom, confirming plans to sell American-assembled kei-class vehicles in the U.S.

Live updates

  1. Toyota revives Scion brand with American-made KEI-01 mini truck

    Toyota has officially resurrected its Scion brand to sell Japanese kei-class mini trucks in the United States, starting with the KEI-01. The vehicle will be assembled in America and limited to a 25 mph top speed, classifying it as a low-speed vehicle rather than a highway-capable truck. Toyota confirmed the launch through its own newsroom, marking the brand's return more than a decade after Scion was discontinued in 2016. The KEI-01 represents the first model in what Toyota suggests could be a broader lineup of small utility vehicles for the U.S. market.

    Why it matters

    Kei trucks have developed a cult following in the U.S. despite being largely unavailable through official channels, with enthusiasts importing used models under 25-year exemptions. Toyota's move brings the category mainstream with a new, warranty-backed product built domestically. The 25 mph restriction reflects federal low-speed vehicle regulations, limiting the KEI-01 to roads with speed limits of 35 mph or less. This positions the truck for campuses, farms, and dense urban areas rather than general commuting.

    What is confirmed

    • Toyota is reviving the Scion brand to sell kei-class mini trucks in the United States.
    • The first model is called the KEI-01 and will be assembled in America.
    • The KEI-01 has a top speed of 25 mph, classifying it as a low-speed vehicle under federal regulations.
    • Toyota announced the launch through its official USA Newsroom.

    Still unconfirmed

    • The KEI-01 may be based on the Japanese-market Daihatsu Hijet or Toyota Pixis platform.
    • Former President Donald Trump has expressed enthusiasm for kei trucks, potentially influencing political reception.
    • Toyota may expand the Scion lineup beyond the KEI-01 to include other kei-class vehicles.

    What to watch next

    • Pricing and exact on-sale date for the KEI-01
    • State-by-state registration rules for low-speed vehicles
    • Whether Toyota announces additional Scion models at upcoming auto shows
    Sources used for this update (12)
    1. arstechnica.com — Ars Technica - Serving the Technologist since 1998. News, reviews, and ...
    2. flipboard.com — Beloved singer’s wife killed after welcoming robbery suspects with lemonade
    3. www.theverge.com — Here’s Nintendo’s overview trailer for the Ocarina of Time remake.
    4. cashwalklabs.io — GM will switch to Nasdaq from the NYSE on Nov. 17
    5. WSJ — Toyota’s Scion Brand Returns With Japan’s Forbidden-Fruit Minitrucks
    6. Reuters — Toyota to bring mini trucks to US market
    7. Toyota USA Newsroom — Toyota Says ‘Okei’ to America: Introducing the Scion by Toyota Brand and KEI-01
    8. The New York Times — Toyota Sees a U.S. Future for Tiny Trucks With a Devoted Following
    9. Yahoo Finance — Toyota resurrects Scion with Kei mini car, a Trump favorite
    10. The Verge — Toyota’s Scion is back, starting with an American-made, 25-mph kei truck
    11. Honolulu Star-Advertiser — Toyota to bring mini trucks to U.S. market
    12. USA Today — Toyota to bring 'really cute' tiny trucks favored by Trump to the US
    confidence 92%
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