Toyota's Scion brand, which was retired in 2016, is being revived as "Scion by Toyota" with a new focus on innovative and unconventional vehicles. The brand, originally launched in 2003 to appeal to younger buyers, will now serve as a "freedom lab" for Toyota, introducing unique products to the US market, including a kei truck, a bike, and a hybrid side-by-side vehicle. This marks a significant departure from Scion's previous focus on affordable, youth-oriented cars, and instead positions the brand as a cornerstone of curiosity and experimentation for Toyota.