Slate Auto: Bezos-Backed Analog EV Pickup Truck - Anti-Tesla?

Slate Auto: A New Approach to Electric Vehicles

A recently launched American electric vehicle company, Slate Auto, has entered the automotive market with a philosophy distinctly different from that of Tesla.

The company’s initial offering prioritizes affordability, extensive personalization options, and a return to simpler, more traditional vehicle features. Notably, the vehicle incorporates manual windows and eschews a central infotainment display.

Transformative Design and Pricing

Furthermore, the vehicle is delivered unpainted, allowing owners to customize its exterior. A key feature is its adaptability, capable of transitioning between a two-passenger pickup configuration and a five-passenger SUV.

Slate Auto unveiled its vehicle at an event held Thursday evening in Long Beach, California. The company anticipates delivering the first trucks to customers for under $20,000, after applying the federal EV tax credit, by the close of 2026.

Backed by Bezos and Focused on Affordability

This debut follows recent reports from TechCrunch detailing Slate Auto’s strategy for entering the U.S. EV sector. The company intends to manufacture its trucks in Indiana and benefits from financial support from Amazon’s founder, Jeff Bezos.

According to chief commercial officer Jeremy Snyder, the automotive industry’s emphasis on autonomous driving and advanced technology has resulted in vehicle prices that are inaccessible to many Americans. He stated that Slate Auto aims to rectify this situation.

CEO Chris Barman reinforced this commitment, asserting that the company is dedicated to producing the reasonably priced vehicle that has been frequently discussed but rarely realized.

Slate Vehicle Specifications

Precise pricing for Slate’s upcoming truck remains undisclosed; however, several sources have indicated to TechCrunch that the company has been evaluating different price points in recent weeks. Significant adjustments are still possible before the anticipated launch in late 2026.

The manufacturer currently estimates a starting price below $20,000 following application of the federal tax credit, contingent upon its continued availability. Potential customers can secure a vehicle with a $50 fully refundable reservation through the company’s official website.

The standard Slate truck configuration will deliver an estimated 150 miles of range utilizing a 52.7kWh battery. This energy will power a single 150kW motor positioned on the rear axle. A larger battery option, promising approximately 240 miles of range, is also being offered for drivers desiring extended travel capabilities.

Charging will be facilitated through a North American Charging Standard (NACS) port, a protocol pioneered by Tesla and now widely adopted across the automotive industry.

The vehicle features 17-inch wheels and a five-foot bed, with a projected payload capacity of 1,400 pounds and a towing capacity of 1,000 pounds. The absence of a traditional internal combustion engine allows for the inclusion of a front trunk, or frunk, offering 7 cubic feet of storage.

This frunk is equipped with a drain, enabling users to utilize it as a cooler for events.

The stated towing capacity is less than that of a Ford F-150 and even falls below the Ford Maverick’s capacity of around 1,500 pounds.

In terms of size, the Slate truck is more compact than the Ford Maverick. The Slate EV boasts a wheelbase of 108.9 inches and an overall length of 174.6 inches.

Conversely, the Maverick has a 121.1-inch wheelbase and extends to a total length of 199.7 inches.

The base model of the Slate truck is intentionally minimalist, emphasizing customization options. Slate aims to provide a highly adaptable platform, allowing customers to tailor the vehicle to their specific needs and preferences through optional upgrades.

A Focus on Complete Personalization

Slate distinguishes itself within the electric vehicle market through a profound dedication to customization, a characteristic not commonly found among EV startups or established automotive manufacturers.

The company announced on Thursday its intention to introduce over 100 distinct accessories at launch, empowering customers to tailor the truck precisely to their preferences. Recognizing that this extensive selection might be daunting, Slate will also offer pre-configured “starter packs” for convenience.

Unpainted for Ultimate Flexibility

Notably, the truck will be delivered without a factory paint job. Slate is instead emphasizing vehicle wraps, which the company intends to sell as complete kits. Customers have the option of professional installation by Slate or self-application.

This approach not only enhances the personalization experience but also significantly reduces manufacturing costs for Slate. Eliminating the need for a paint shop within its factory allows for capital savings and avoids the complexities of a heavily regulated process.

Defining Ownership

Slate is extending personalization to the vehicle's identity, allowing customers to choose a name for their truck and even purchase a custom-embossed tailgate wrap. In the absence of a chosen name, the vehicle is simply referred to as the “Blank Slate.”

As previously covered by TechCrunch, this customization strategy is integral to Slate’s plan for achieving profitability on a vehicle offered at a comparatively low price point.

Beyond economics, this approach forms the core of Slate’s customer-centric philosophy.

Adaptability and Ease of Use

Barman explained on Thursday that customers can “personalize the Blank Slate at the time of purchase, or as their requirements and financial situation evolve.” The company promotes the add-ons as simple “DIY” projects accessible to individuals without extensive mechanical knowledge, supported by a comprehensive resource library called Slate University.

The company website states: “Order your accessories, receive them quickly, and install them yourself using the straightforward how-to videos in Slate U, our content platform.” Alternatively, “If you prefer not to handle the installation yourself, a Slate-certified partner can perform the service for you.”

A Wide Range of Options

Slate’s online catalog currently features a diverse array of customizations, spanning both functional and aesthetic enhancements. Customers can select from options like infotainment systems, speakers, roof racks, and protective light covers, among others.

Transformative configurations are also available, enabling buyers to convert the truck into more spacious SUV layouts. Importantly, these modifications are reversible, allowing customers to switch between truck and SUV configurations without requiring professional mechanical assistance.

Standard Safety Features

Despite the emphasis on customization, Slate’s truck will include essential, federally mandated safety features as standard equipment, such as automatic emergency braking, airbags, and a rearview camera.

A Challenging Path for New American Automotive Ventures

The landscape for emerging American automotive companies is fraught with challenges, as evidenced by numerous failures. Recent years have seen bankruptcies filed by Canoo, Fisker, and Lordstown Motors, representing just a portion of the companies that have struggled. Even those still operating, such as Rivian and Lucid Motors, are experiencing substantial financial losses as they strive to introduce higher-volume, more accessible models.

Slate Automotive is adopting a distinctly different strategy. Its primary focus is the development of a low-cost electric vehicle (EV), with the intention of establishing a sustainable business model. This will be complemented by revenue generated from extensive vehicle customization options.

However, similar to Rivian and Lucid Motors, Slate benefits from significant financial backing. To date, the company has secured over $111 million in funding, with the precise amount remaining undisclosed. Beyond investment from Jeff Bezos, Slate has also received capital from Mark Walter, CEO of Guggenheim Partners and principal owner of the Los Angeles Dodgers, as reported by TechCrunch.

Currently employing close to 400 individuals, Slate is actively expanding its workforce to achieve its ambitious objectives. The timing of Slate’s launch coincides with a period of considerable volatility within the automotive industry. However, its commitment to domestic manufacturing may offer some protection from the disruptions impacting other startups and established manufacturers.

“Our core belief is that vehicles should be both affordable and appealing,” stated Barman. He further emphasized that Slate’s truck is designed to be a vehicle that owners will genuinely enjoy and take pride in.

Slate's Unique Approach

• Focus on affordability as a primary goal.
• Leveraging customization for additional revenue streams.
• Securing substantial financial investment.
• Prioritizing domestic manufacturing.

The company’s strategy represents a departure from the high-end, aspirational approach taken by some competitors. Slate aims to address a different segment of the market, prioritizing practicality and value.

The success of Slate will depend on its ability to execute its plan effectively and navigate the complex challenges of the automotive industry. Its emphasis on cost control and domestic production could prove to be key differentiators.