Toyota is reviving Scion as an experimental mobility brand, launching with an American-made kei truck to capitalize on the surging US demand for these compact Japanese vehicles.
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Toyota is dusting off the Scion badge for a radically different mission. Rather than targeting youth-market hatchbacks, "Scion by Toyota" is being positioned as an experimental mobility incubator - and its first vehicle is an authentic Japanese-style kei truck built in Indiana. Kei vehicles, which are built to satisfy Japan's light vehicle regulations, are enjoying surging popularity around the world, including here in the US. More than 30,000 used kei trucks have been imported into the US since 2020, with roughly 7,500 units entering the country each year. Even President Trump is a fan, telling reporters last year that he authorized the De … Read the full story at The Verge.
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