Toyota Motor North America introduces Scion by Toyota alongside the all-new Toyota Kei-01 ultra-compact utility vehicle set for assembly in 2027.
Toyota Motor North America has reintroduced Scion by Toyota, as a brand that explores urban mobility in new ways. The announcement occurred during simultaneous events in Ypsilanti Township, Michigan, and Frisco, Texas. Alongside the brand announcement, the manufacturer unveiled its first vehicle, the Toyota Kei-01. The ultra-compact Kei utility truck arrives in the United States during the second half of 2027. The company also showcased two additional vehicles, the SxS Concept and the BKE Concept, to demonstrate the broader vision for future mobility.
The revival of the Scion brand
Toyota established the original Scion marque in 2003 to target younger buyers with affordable, customisable sub-compact vehicles. Early models like the boxy xB hatchback and the sporty tC coupé gained swift popularity, with brand sales peaking in 2006 at over 173 000 units.
Sales dropped significantly following the 2008 global financial crisis. Younger buyers also began purchasing core Toyota models directly, or turned toward small crossover vehicles. Toyota officially discontinued the standalone Scion line in 2016 after selling over one million vehicles, absorbing existing models such as the FR-S back into the main Toyota lineup.
The new Scion by Toyota brand builds on that original experimental spirit. It operates as an internal lab to challenge automotive conventions while giving drivers room to experiment and personalise vehicles. Simon Humphries, Chief Branding Officer and Head of Design at Toyota Motor Corporation, noted that the future of mobility will not depend on a single vehicle or technology, making Scion by Toyota a dedicated space to test fresh ideas.
Toyota Kei-01 features and performance
The Toyota Kei-01 serves as the first production manifestation of this updated vision. The model adapts Japan’s classic kei truck design for American customers, meeting applicable low-speed vehicle federal safety requirements.
The vehicle measures under 3.4 metres in length and under 1.5 metres in width, providing strong manoeuvrability in tight environments. It is a right-hand-drive low-speed vehicle with a capped top speed of 40 km/h. Power comes from a 660 cc three-cylinder petrol engine paired with a continuously variable transmission (CVT).
Drivetrain capability features standard selectable four-wheel drive with auto mode and push-button differential lock. Cargo functionality includes a three-way fold-down cargo bed with a payload capacity of up to 272 kg, alongside structural frame rigidity for light towing duties. Interior accommodation offers an extended-cabin layout with a raised roofline, sliding and reclining seats, interior gear storage, and integrated heating and air conditioning.
Toyota Indiana will handle assembly of the Toyota Kei-01 starting in the second half of 2027, supported by a $34 million (R561 629 000) investment that creates roughly 50 new jobs. The initial rollout will focus on niche fleet applications through selected Toyota dealerships, targeting delivery providers, farms, small businesses, and university campuses. Limited retail availability may follow at a later stage depending on market conditions.
The two concept vehicles highlight additional directions for the sub-brand.
The SxS Concept, first displayed at the 2025 SEMA Show, reimagines side-by-side all-terrain vehicles. Developed by Toyota’s North American engineering team, it combines a turbocharged four-cylinder hybrid powertrain producing over 223 kW with high suspension articulation for off-road environments. It includes an all-electric Silent Mode for low-impact outdoor travel.
The BKE Concept explores personal mobility in a smaller form factor, filling the space between everyday utility and heavy off-road performance. Together, the three vehicles form the opening phase of Toyota’s long-term mobility laboratory.
