丰田子品牌Scion回归，将推美国版微型卡车

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Home » Scion Is Back! And It’s Going To Sell A Freaking Kei Truck In America

Scion Is Back! And It’s Going To Sell A Freaking Kei Truck In America

November 10, 2026

11:07 am

79 Comments

When Toyota first introduced the Scion marque in 2003, it had one primary goal – sell cars to the younger generation. Its cars were cheaper and available in fun colors with fun names like “High Voltage Yellow” and “xPRESSO.” When I was a kid in the early 2000s, I often dreamed of one day owning a tC in Black Cherry Pearl and enjoyed lovingly calling xBs “toaster cars.” Over half of new Scions sold were to people under 35, and the tC boasted the youngest average buyer age in the entire industry at a sprightly 29. Their sales numbers peaked in 2006, but dropped nearly 75% by 2010. After sustained financial struggle, Toyota retired the marque in 2016. But now, a decade later, everyone’s favorite toaster brand is seemingly back.

Today, Toyota announced the official revival of Scion, but instead of being a quirky and budget-conscious line, they are becoming Toyota’s cornerstone of curiosity. Now called “Scion by Toyota,” it is being launched as a “freedom lab” where drivers can, and are encouraged to challenge conventional ways of thinking about mobility through design, vehicle concepts, and features.

“Okei,” let’s go.

Evidence