Electric Vehicle Start-Up Slate Automotive Reveals New Models
Slate Automotive, an electric vehicle company backed by Amazon founder Jeff Bezos, has unveiled three different versions of its first model, including a Land Rover-like SUV, as it prepares to enter the market in 2026. The company, which was formed in 2022, is positioning itself as a disruptor in the electric vehicle (EV) market, directly competing with Tesla.
Guerrilla Marketing Campaign
The reveal was part of a guerrilla marketing campaign that included posting teaser images on social media platforms like TikTok and Reddit. The images showed three different versions of the yet-to-be-named debut model, including a purple SUV with a Land Rover-like design and an angular hatchback tailgate, and a blue-and-pink three-door SUV with a longer roofline and flat rear-end design. Both SUVs displayed classic Land Rover proportions and hints of Rivian’s design language.
The teaser images featured mock small business liveries, including website addresses that directed visitors to a countdown clock. The countdown is set to end on April 25, 2025, at midday AEST, when the mystery surrounding Slate Automotive is expected to be officially solved.
Affordable Electric Vehicles
Slate Automotive is working on plans for an affordable US-made two-door electric vehicle priced from $US25,000. This competitive pricing is made possible by Bezos’ backing and the fact that the vehicles will be manufactured in the US, potentially limiting the impact of import tariffs. Currently, the Nissan Leaf is the cheapest electric car in US showrooms, priced at $US29,280.
The move is seen as a direct challenge to Tesla, which is also reportedly working on a more affordable version of its Model Y SUV. Other brands, including Ford, are also developing cheaper electric models.
Future Plans
While there is no confirmation on whether Slate Automotive will export its range overseas, including to Australia, the company’s plans for right-hand drive vehicles have not been ruled out. The vehicles are reportedly to be built in Indiana, US.
Slate Automotive’s guerrilla marketing campaign began with a teaser of what could be an SUV or a pick-up through US publication Newsweek on April 15, 2025. An undisguised battleship grey version of the two-door pick-up was spotted on a flatbed and posted on Reddit, but the company has yet to confirm any details.
If Slate Automotive’s vehicles are offered for sale on Amazon, it won’t be the first car brand available on the site, as Hyundai has already achieved this after an agreement announced in late 2023 to sell its cars online.
