Slate Auto, a new American electric vehicle startup, has launched its debut vehicle, challenging the conventional EV market with an affordable, deeply customizable, and analog approach. The company’s electric pickup truck, transformable into an SUV, comes with manual windows, no main infotainment screen, and isn’t even painted, emphasizing its minimalist base model philosophy.
Key Features and Pricing
The startup promises the first trucks will be available for under $20,000 with the federal EV tax credit by the end of 2026. Interested buyers can place a $50 refundable reservation on the company’s website. The base version of Slate’s truck offers 150 miles of range from a 52.7kWh battery pack, powering a single 150kW motor on the rear axle. A larger battery pack option provides about 240 miles of range, and the truck features a North American Charging Standard port.
Customization at the Forefront
Slate is deeply committed to customization, launching with over 100 different accessories for buyers to personalize their trucks. The company offers curated “starter packs” and the option for customers to wrap their vehicles themselves or have Slate do it. This approach not only personalizes the vehicle but also cuts production costs by avoiding the need for a paint shop.
The truck comes with 17-inch wheels, a five-foot bed, and has a projected 1,400-pound payload capacity with a 1,000-pound towing capacity. The front trunk (or frunk) offers 7 cubic feet of storage space with a drain for potential uses like ice storage for tailgate parties.
Business Model and Backing
Slate’s approach inverts the typical startup strategy by focusing on a low-cost EV first, supplemented by customization options. The company has raised over $111 million, backed by investors including Amazon founder Jeff Bezos and Mark Walter, Guggenheim Partners CEO. With nearly 400 employees hired so far, Slate aims to make its vehicle both affordable and desirable, as CEO Chris Barman stated: “We believe vehicles should be affordable and desirable.”
The road ahead is challenging, with many American automotive startups having failed in recent years. However, Slate’s focus on domestic manufacturing and deep-pocketed backers may provide some insulation from the current market turmoil. As the company moves forward, it remains to be seen how its unique approach will resonate with consumers and impact the evolving EV market.
