Toyota unveils Scion by Toyota for new mobility ideas
Toyota introduced the new Scion by Toyota brand and three concepts under its name in Texas. The project aims to explore mobility ideas beyond the car, rather than reviving the former brand.
At an event on November 9 in Texas, Toyota Motor North America presented three concepts of the new brand: the Side by Side Concept, BKE Concept, and KEI-01. The project is designed to seek new mobility solutions and, according to Simon Humphries, Branding Director at Toyota Motor Corporation, is not a relaunch of the former Scion.
Toyota originally launched Scion in North America in 2003, targeting a young audience. Its lineup included the xA, xB, tC, and the sports coupe FR-S. The brand also experimented with online sales and extensive vehicle customization. In 2016, Scion was integrated into Toyota. Over the brand's existence, more than 1 million vehicles were sold, with around 70% of buyers previously not owning a Toyota.
The new Scion by Toyota is intended to go beyond automotive products. Humphries described it as a Freedom Lab—a space for experimentation where mobility ideas can evolve and adapt to owners. He noted that the brand's direction will vary by region.
The Side by Side Concept connects the project with travel and off-road mobility. The BKE Concept expands this idea for situations where the road ends. The KEI-01, in contrast, demonstrates how a compact car can offer more possibilities than its size suggests.
According to Toyota's vision, Scion by Toyota is set to become a platform for solutions that are currently in the experimental stage. The company presented the concepts as the first practical step of the new brand but did not disclose timelines for mass production, technical specifications, or pricing.
