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Toyota Says 'Okei' to America: Introducing the Scion by Toyota Brand and KEI-01

TM
  • Toyota Motor North America introduced the "Scion by Toyota" brand in Plano, Texas, & Ypsilanti Township, Michigan, on November 9, 2026, as a mobility "freedom lab" focused on curiosity & personal expression.
  • The brand's first vehicle, the KEI-01 ultra-compact utility truck, is scheduled to arrive in the U.S. in the second half of 2027 & will be assembled at Toyota Motor Manufacturing Indiana with a $34 million investment creating 50 new jobs.
  • The KEI-01 features a 660cc three-cylinder engine, continuously variable transmission, & standard four-wheel drive while complying with Low-Speed Vehicle (LSV) federal safety requirements for a maximum speed of 25 mph.
  • Initial distribution of the KEI-01 will focus on fleet customers through a small network of authorized Scion by Toyota dealers selected from the existing Toyota dealer network, with potential future retail sales dependent on market conditions.
  • Two concept vehicles were unveiled alongside the KEI-01: the SxS Concept, a high-performance side-by-side with a turbocharged hybrid powertrain exceeding 300 horsepower & a silent electric mode, & the BKE Concept, which explores flexible personal mobility beyond traditional boundaries.
  • The KEI-01 is designed for diverse users including small business owners, farmers, municipalities, & outdoor enthusiasts, offering a payload capacity of up to 600 pounds, a fold-down cargo bed, & an enclosed cabin with climate control.
  • Scion by Toyota aims to challenge conventions by allowing customers to experiment & personalize their mobility experiences, operating as a platform to test ideas rather than a traditional vehicle line with a fixed final version.
Company
Toyota Motor North America
Keywords
Toyota Motor North America