> I wonder if Telo is attempting to define a new category.

It's a Kei truck. That's not a new thing. Online discourses categorizing Telo as one leads to people pointing out Kei are equipped with weaker engines for legal reasons, that doesn't matter. US finally started making its own Kei truck.

I would say "kei" does pretty specifically refer to vehicles adhering to those Japanese regulations. I think "minitruck" or "compact truck" would be a better, more general name.