Toyota is relaunching its Scion brand to explore new mobility ideas as interest in more personalized vehicle offerings gains traction.
The details: The reimagined brand, called Scion by Toyota, is being touted by the Japanese automaker as a “freedom lab” designed to give drivers more freedom to experiment, personalize, and create something uniquely their own, per the company’s press release.
Scion by Toyota’s first vehicle, the KEI-01, is an ultra-compact utility truck that will be assembled at Toyota’s Indiana facility and arrive in the second half of 2027.
The company also showcased the all-terrain SxS Concept and the compact, adventure-focused BKE Concept under the reimagined Scion brand.
What they’re saying: "The future of mobility will not be defined by one vehicle, one technology or one way of thinking," said Simon Humphries, chief branding officer and head of design with Toyota Motor Corporation, per the press statement. "Scion by Toyota gives us a place to challenge conventional thinking, explore new possibilities and create mobility in new ways."
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Bigger picture: Scion by Toyota, which reflects many of the same ideas that defined the original Scion brand launched in 2003, comes amid growing interest among car buyers in more personalized vehicle offerings.
A 2024 survey by Blue Yonder found that more than 40% of car buyers across the U.S., the UK, France, and Germany considered vehicle personalization important when making a purchase decision, alongside delivery speed and cost.
Some 92% of overall survey respondents were willing to pay extra for personalized vehicle features, with 38% willing to pay 6–10% more and 32% willing to pay up to 5% more.
The Slate EV, backed by Amazon CEO Jeff Bezos, has built much of its market appeal around personalization, letting buyers choose between a two-door truck and a five-seat SUV configuration, plus a variety of other options.
Key takeaway: Toyota's Scion revival highlights the growing importance of personalization as automakers look for new ways to attract buyers and stand out in an increasingly competitive market.
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