Slate Auto’s Affordable EV Pickup Truck Revolution
Slate Auto, a new Michigan-based EV startup backed by Jeff Bezos, is shaking up the electric vehicle market with its upcoming $25,000 EV pickup truck. CEO Chris Barman, a former FCA executive, aims to make cars more affordable for Americans as the average new car price approaches $50,000.
The Slate Truck, with a standard 150-mile range, is expected to be the cheapest new electric pickup in the US, filling a market gap. Barman, who joined Slate in May 2022, brings her mechanical engineering background and experience as Fiat-Chrysler Automotive’s Vice President of Electrical and Electronics to the role.
Focus on Simplicity and Affordability
Barman’s vision is rooted in her personal experience. “I grew up on a farm. My first car was a 1984 Ford Ranger pickup… It was basic transportation, but I loved the freedom it gave me,” she explained. This background influenced Slate’s design process, where they balanced customer needs with affordability.
For instance, the EV includes a key fob instead of a passive touch-sensitive lock, which would have added unnecessary cost. “That’s just an example of how we went through system by system… to get the cost out of the vehicle,” Barman said.
Business Model: Choice and Freedom
Slate’s model centers on offering a basic, no-frills base model, or “blank slate,” allowing consumers to choose and afford their desired features. “It gives freedom of choice to the owner of what accessories they would want to put on the vehicle,” Barman explained. Almost every part of the vehicle can be upgraded or personalized except the battery pack.
The startup plans to offer a range of accessories, including a kit to convert the truck into a five-passenger SUV. This approach not only saves consumers from having to sell or trade-in a paid-for vehicle but also generates additional revenue for Slate.
DIY EV Experience
Slate is encouraging owners to work on their cars by making upgrade work easily DIY-friendly. The company plans to offer “Slate University” instructional videos for tasks like adding power windows or installing the SUV kit.
Customer deliveries are expected to begin at the end of 2026, with reservations open for a refundable $50 fee. Slate aims to revitalize an existing, shuttered facility in the Midwestern US for production.
As Barman noted, “We would like to see what we can do to… reindustrialize and revitalize that community.” With its innovative approach to affordability and customization, Slate Auto is poised to challenge established players in the EV market.
