Slate, an upstart electric vehicle manufacturer, is creating a stir in the automotive world with its unorthodox marketing strategy. The company, backed by Amazon CEO Jeff Bezos with over $1.3 billion in funding, has been teasing its new vehicles by parking them on public streets, allowing the public to discover them.
Unconventional Teaser Campaign
The first spotted Slate vehicle was found in Venice, California, wearing a camouflage wrap with a teaser website URL on it. Since then, multiple other vehicles have been discovered in similar circumstances, each with unique liveries promoting fictional companies or countdown pages. These vehicles appear to be boxy trucks or SUVs with features like chunky tires, steel wheels, and high ground clearance, suggesting they are designed for off-road capability.
Vehicle Design and Features
The Slate vehicles share a similar design language, with some resembling the Rivian R3’s silhouette but with two doors instead of four. A starting price of around $25,000 has been rumored, making them potentially more affordable than current budget-friendly EVs on the market. The exact specifications and features of these vehicles remain largely unknown until the official reveal on April 24th.
Company Background
Slate is led by industry veterans, including a female CEO and head of design. The company has attracted talent from major automotive manufacturers like Ford, GM, Stellantis, and Harley-Davidson. Manufacturing is rumored to be based in Indiana, although official details are still pending.
As the automotive world waits with bated breath for Slate’s official reveal, one thing is certain: the company’s unconventional approach to marketing has generated significant interest and speculation about its upcoming electric vehicles.
