Toyota announced on Tuesday, Nov. 10, 2026, that it will assemble a small pickup truck called the Kei-01 at its Indiana manufacturing plant. Production is scheduled to begin in the second half of 2027 under the Scion brand name, which the automaker is reviving after discontinuing it in 2016. The vehicle will initially be available for commercial fleets.
The Kei-01 is a version of the Japanese "kei" car (keijidosha), a category of light vehicles that typically retail for between $6,000 and $11,000 in Japan. The new model will be based on the Daihatsu Hijet Jumbo. Unlike traditional Japanese imports, which must be 25 years old to bypass federal safety standards, Toyota stated the U.S.-built Kei-01 will include modern seatbelts and updated safety features, making it eligible for use in all 50 states.
Technical specifications for the Kei-01 include a three-cylinder engine and a top speed of 25 mph. The vehicle features a right-side steering wheel and measures nearly four feet shorter than a Toyota Corolla. While Toyota described the vehicle as "affordable," the company has not yet released specific pricing for the U.S. market.
The introduction of the Kei-01 targets commercial fleet owners. According to Kelley Blue Book, the average transaction price for a new vehicle reached $51,109 in October 2026, with pickup trucks averaging $67,912. Since late 2024, models like the Mitsubishi Mirage and Nissan Versa have been discontinued, leaving only five new-vehicle models with average prices below $25,000 according to Cox Automotive.
In December 2025, President Donald Trump expressed support for the domestic production of "tiny cars" via Truth Social, describing them as inexpensive and fuel-efficient. Toyota is the first major automaker to announce U.S. production for this class of vehicle, though other companies are pursuing similar strategies. Ford is developing the Fathom EV for under $30,000, while startups Slate Auto and Telo are working on electric pickups roughly the size of a Mini Cooper.
The launch of the Kei-01 will test whether Japanese-style light vehicles can achieve commercial viability within the U.S. regulatory environment. While the initial rollout is restricted to fleet buyers, the Indiana assembly line provides a new domestic source for a vehicle type previously only available through the 25-year-old import market.