Scion

Toyota Eyes U.S. Launch of Kei Pickup, Testing the Limits of American Truck Demand

Toyota is preparing to introduce a kei-style mini pickup to the U.S. market, a move that would bring one of Japan’s smallest vehicle categories into a country defined by large trucks and SUVs. The plan, tied to the revival of the Scion nameplate, could create a niche but closely watched test of whether American buyers will embrace ultra-compact utility vehicles amid tighter urban parking, shifting fuel economics and changing consumer tastes.