Former President Donald Trump previously expressed interest in legalizing Japan’s compact “Kei” cars for the American market. While the Department of Transportation has remained quiet on the matter, Toyota has now announced plans to reintroduce its Scion brand to bring these small vehicles to the United States.
Understanding the Kei Car
The prevalence of large SUVs in the US is largely attributed to corporate average fuel economy standards, which have historically made smaller, efficient vehicles less profitable for manufacturers. In contrast, Japan’s Kei car segment is defined by strict government regulations regarding size, engine capacity, and power output.
To qualify as a Kei car, a vehicle must not exceed 11.2 feet in length, 4.9 feet in width, and 6.6 feet in height. Additionally, the engine displacement is capped at 0.66 liters, with a maximum power output of 63 horsepower. These dimensions are significantly smaller than standard American pickup trucks, which often exceed 16 feet in length. The design is tailored for Japan’s dense urban environments, where vehicle ownership is often contingent on having dedicated parking space.
Beyond their compact size, Kei cars are noted for their affordability and fuel efficiency. Last year, Japan saw sales of nearly 1.7 million Kei cars out of a total market of 4.6 million vehicles. Previously, importing these vehicles into the US has been a complex process depending on local regulations.
The Return of Scion
Toyota previously discontinued its Scion sub-brand over a decade ago, shifting its focus away from the brand’s youth-oriented, haggle-free sales model to prioritize mainstream Toyota sales. The brand is now being revived as “Scion by Toyota.”
The automaker intends to utilize the revived brand as a platform to test unconventional automotive concepts. However, the company has indicated that its upcoming offerings will differ from the boxy electric vehicles currently popular in the Japanese market, such as the Honda N-One or the Nissan Sakura.
