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Trump wanted little Kei trucks for America, Toyota makes it happen

Ars Technica • November 11, 2026 • business

Key Points:

Toyota is reviving its Scion brand to introduce the KEI-01, a Kei car inspired by Japan’s small, efficient vehicle segment, aiming to offer more mobility options in the US market.
Kei cars in Japan are compact vehicles limited to specific dimensions and engine capacity, making them affordable and practical for crowded urban areas; Toyota's KEI-01 fits this category but is classified as a low-speed vehicle with a top speed of 25 mph.
The KEI-01 will initially be sold only to fleet buyers and is right-hand drive, reflecting its Japanese design; it targets small business owners, farmers, campus organizations, delivery drivers, and outdoor enthusiasts.
Toyota plans to assemble the KEI-01 in Indiana from knock-down kits, creating approximately 50 new jobs by mid-2027, though pricing details remain unannounced with estimates ranging between $10,000 and $28,000.
Low-speed vehicles like the KEI-01 are already legal in parts of the US and commonly used in specific communities, but the KEI-01's limited speed restricts its use to surface streets, potentially limiting broader consumer appeal.

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