Toyota has launched the new Scion by Toyota brand in the North American market. It unveiled the KEI-01, an ultra-compact utility truck, as its first model, with a U.S. launch scheduled for the second half of 2027.
On 10 November 2026, TMNA, based in Plano, Texas, announced the launch of the new Scion by Toyota brand at simultaneous events held that day in Ypsilanti Township, Michigan, and Frisco, Texas.
The company unveiled the KEI-01 as its first model. The KEI-01 is an ultra-compact utility truck, with its launch in the U.S. market scheduled for the second half of 2027. It also unveiled the SxS Concept and BKE Concept, which point to the future of mobility.
Toyota positioned Scion by Toyota as a "laboratory for freedom," or Freedom Lab, describing it as a place to explore mobility possibilities beyond conventional boundaries. The brand's head indicated that the future would not be defined by a single vehicle or technology.