Toyota Motor North America has revived the Scion name as Scion by Toyota, a new sub-brand it describes as a “freedom lab” for exploring new ideas in mobility, adventure, and personal expression. The brand was introduced at simultaneous events in Ypsilanti Township, Michigan, and Frisco, Texas, on November 9.
Its first vehicle is the KEI-01, a right-hand-drive compact utility truck powered by a 660cc three-cylinder engine with a CVT and standard selectable four-wheel drive. The system includes an auto mode and push-button lock. Designed to comply with FMVSS No. 500 as a low-speed vehicle, the KEI-01 has a maximum speed of 25 mph.
The truck arrives in the second half of 2027 and will be assembled at Toyota Motor Manufacturing Indiana. Toyota is investing $34 million to support production, which it says will add approximately 50 jobs.
At just over 11 feet long and less than five feet wide, the KEI-01 has a three-way fold-down bed rated for up to 600 pounds of payload. The extended cab has a raised roofline, reclining and sliding seats, storage behind the seats, and an enclosed cabin with heat and air conditioning. Toyota also says the structure is designed to tow small trailers and equipment, though it has not announced a towing capacity.
Sales will begin through a fleet-focused pilot program handled by a small network of Scion by Toyota dealers selected from existing Toyota dealers. Toyota is targeting small businesses, farms and ranches, municipalities, universities, corporate campuses, and urban delivery operators. Limited retail sales could follow depending on demand, market conditions, and other considerations. Pricing has not been announced.
Two concepts were shown alongside the KEI-01. The SxS Concept, first shown at SEMA in 2025, is a side-by-side developed by Toyota’s North American engineering team. It uses a turbocharged four-cylinder hybrid powertrain producing more than 300 hp, along with long-travel suspension and a Silent Mode that allows it to operate on electric power. Toyota says it will continue developing the concept and evaluating its potential.
The BKE Concept explores a smaller form of personal mobility, with Toyota positioning it between the practical utility of the KEI-01 and the off-road performance of the SxS. The company has released few technical details so far, describing it more broadly as a compact and adaptable vehicle for outdoor use.
Scion originally launched in the U.S. in 2003 as Toyota’s experimental brand for attracting younger buyers. Toyota announced in 2016 that Scion would transition back into the Toyota lineup, with several models rebadged for the 2017 model year.
We’re glad to see the Scion name on a vehicle again. Tunerzine covered the brand’s original run closely, including our own Project Scion tC in 2007 and a run of xB, xA, and tC features dating back to 2005.
A 25-mph fleet truck isn’t exactly the Scion revival we would have picked, but it’s still good to have the name back. Toyota is once again using Scion as a place to experiment, and with the SxS Concept sharing the stage with the KEI-01, the new brand clearly isn’t limited to work trucks.
GalleryPhotos by Scion by Toyota
