Transformer EV: Bezos-Backed Startup Unveils Shape-Shifting Electric Vehicle

Slate Auto's Unique EV Marketing Strategy

Jeff Bezos is backing Slate Auto, and the company has been strategically deploying concept versions of its electric vehicle (EV) on California roads. This approach serves as a marketing technique, hinting at the startup’s plan to market a highly adaptable vehicle, sources with knowledge of internal discussions have revealed to TechCrunch.

Upcoming Launch Event

This unconventional, real-world preview is occurring shortly before Slate’s scheduled launch event on April 24th, which will be held at Long Beach Airport. Details of the event were obtained through an invitation reviewed by TechCrunch.

Company Background and Pricing

Founded in 2022 and based in Michigan, Slate Auto has maintained a relatively low profile. Recent reporting by TechCrunch uncovered Bezos’ financial contribution and the company’s intention to offer its EV at approximately $25,000. Buyers will be encouraged to personalize their vehicles.

The base model is internally referred to as the “Blank Slate,” as indicated by a trademark application and additional sources familiar with the company’s plans. Slate has also trademarked the phrase: “We Built It. You Make It.”

Multiple Concept Vehicles Spotted

David Tracy of The Autopian observed a concept version of the truck in Venice, California, disguised as a two-door SUV operated by a fictitious business. Furthermore, Reddit users have shared images of another iteration of the truck, resembling a hatchback and bearing similarities to Rivian’s upcoming R3 model.

Exterior Design and "Rockabye Rides"

The vehicle Tracy examined closely over the weekend mirrors the two-door pickup previously spotted in Long Beach earlier this month. However, it features a hard cover over the bed, giving it a more SUV-like profile. The vehicle is wrapped in branding for a fabricated company, “Rockabye Rides,” and includes a URL directing to a website counting down to Slate’s event this week.

Adaptability as a Key Feature

To date, three distinct silhouettes of Slate’s truck have been observed, and this adaptability is a characteristic the company has emphasized while securing over $100 million in funding, TechCrunch has learned.

Investor Pitches Focused on Transformation

During its Series B funding round last year, Slate’s leadership consistently employed the “Transformer” analogy to attract investors, according to a source familiar with the presentations. The company meticulously structured meetings around this concept, another source confirmed.

This involved presenting investors with a standard version of the truck, then quickly customizing it in another room while investors waited. Upon their return, investors would find the vehicle completely transformed.

Notable Investors

These efforts proved successful. Mark Walter, CEO of Guggenheim Partners (and principal owner of the LA Dodgers), reportedly invested in the round and now serves on Slate’s board, as previously reported by TechCrunch.

Company Response

A company spokesperson did not respond to a request for comment.

Exterior Details and Remaining Questions

The recent photographs provide a clear view of the Slate truck’s exterior and the potential for customization. However, the interior remains unknown, and no specifications about the vehicle have been publicly released.

Journalist Briefings and First Impressions

Slate has provided briefings to several automotive journalists prior to Thursday’s event. Tracy has stated he is “under a strict NDA” regarding specific details.

Despite the confidentiality agreement, Tracy described the Slate truck as “unlike any new vehicle I’ve ever seen, not just in my decade as a car journalist, but in my entire lifetime.”