Kei trucks, small and modest in design, are gaining traction in the American market, with sales tripling since 2018. Despite regulatory limitations preventing their widespread use, these vehicles cater to consumers seeking alternatives to larger, more aggressive trucks. Originating from Japan, Kei trucks are classified by size and engine specs, standing out for their approachable, non-intimidating style. Their simplicity and charm contrast sharply with the prevailing trends of truck super-sizing, attracting attention and appreciation among enthusiasts for being welcoming and fun rather than imposing and menacing.
"These distinctly oddball, humble, and un-macho vehicles—think of them as the anti-Cybertruck—are having a moment."
"Kei, which rhymes with 'play,' is not a brand but a shortening of the Japanese term kei-jidōsha ('light vehicle') for a regulatory vehicle class with specific size and engine restrictions."
"If the Cybertruck tried to meet that interest with a distinctly head-snapping sci-fi menace connoting Mad Max, Kei trucks offer the opposite."
"There's no machismo or hostility or toxicity within this community."
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