In a market that has long been driven by a race toward technology, automation, and luxury in electric vehicles, a new American startup, Slate Auto, is taking a very different path. Financially backed by Amazon founder Jeff Bezos and other prominent investors, Slate Auto has made its official debut with a product that challenges many of the norms established by other EV makers, especially Tesla. Slate Auto’s first vehicle is an affordable, deeply customizable, and refreshingly analog electric pickup truck. It discards many of the high-tech features commonly associated with electric vehicles today, such as large infotainment screens, automatic windows, and advanced driver-assist systems. Instead, Slate Auto is focusing on simplicity, affordability, and personalization, offering a product that seeks to meet the needs of a broader group of American consumers who may have been left out of the EV revolution so far.
Slate Auto’s truck was officially revealed during an event held on Thursday night in Long Beach, California. The company announced that the first models would be available for customers by the end of 2026. With the help of federal EV tax credits, Slate Auto promises that the starting price will be under $20,000, making it one of the most affordable EVs on the market. The debut comes shortly after early reports had surfaced revealing Slate Auto’s plans to build its trucks in Indiana and pointing to the strong financial support it had gathered, including over $111 million raised from investors like Bezos, Mark Walter of Guggenheim Partners, and Thomas Tull.
Jeremy Snyder, the Chief Commercial Officer of Slate Auto, addressed the crowd during the launch event. He highlighted the problems facing the current auto industry, especially the rising costs of vehicles due to increased technology and automation. Snyder said that many Americans are unable to afford the kinds of vehicles being produced today, and Slate Auto aims to change that by offering an alternative. CEO Chris Barman also spoke at the event, emphasizing that Slate Auto is delivering on the long-standing promise of an affordable electric vehicle, something that has often been discussed but rarely achieved.
The base version of the Slate Auto truck will come with a 52.7kWh battery pack, offering around 150 miles of range on a single charge. For those who need more, a larger battery option will be available, expected to provide about 240 miles of range. The truck will be powered by a single 150kW motor located on the rear axle. Charging will be made easy with compatibility for the North American Charging Standard port, the same standard initiated by Tesla and now adopted by most major automakers.
Despite being an electric vehicle, the Slate truck will have very basic features compared to other models currently on the market. The truck will come with manual windows, no central infotainment screen, and minimal technology by default. Its structure is simple yet practical. It will have 17-inch wheels and a five-foot-long bed. The vehicle is projected to have a payload capacity of 1,400 pounds and a towing capacity of 1,000 pounds. Although these figures are lower than the capabilities of larger trucks like the Ford F-150 or even the smaller Ford Maverick, Slate Auto’s focus is clearly not on competing with heavy-duty trucks but rather offering a compact and versatile option for everyday users.
Slate’s pickup is smaller in size than most traditional trucks. The truck’s wheelbase measures 108.9 inches, and its total length is around 174.6 inches. For comparison, the Ford Maverick has a wheelbase of 121.1 inches and an overall length of nearly 200 inches. Slate Auto is drawing inspiration from older compact trucks, with its model size being similar to that of a 1985 Toyota pickup. This smaller size is intentional, aiming to offer easier maneuverability and lower costs for owners.
Customization is a central part of Slate Auto’s business model. The company will offer more than 100 accessories at launch, allowing buyers to personalize their vehicles extensively. Options will range from adding infotainment screens and sound systems to exterior changes like roof racks and light covers. Buyers will also have the option to purchase starter packs with pre-selected customization choices if they find the large list of accessories overwhelming.
In a move to further reduce manufacturing costs and offer more flexibility to customers, Slate Auto’s vehicles will not come painted from the factory. Instead, the company is promoting the use of vehicle wraps. Buyers can either have their trucks wrapped professionally by Slate or apply the wraps themselves using kits provided by the company. This approach removes the need for expensive and heavily regulated paint shops at the manufacturing facility, allowing Slate to streamline its production process and keep prices low.
The vehicles themselves are being referred to simply as the “Blank Slate,” giving buyers the freedom to name their trucks and personalize them in ways rarely offered by automakers. Slate Auto even allows customers to purchase embossed wraps with their chosen names for the tailgate.
One of the most interesting aspects of the Slate truck is its ability to transform from a two-seat pickup truck into a five-seat SUV. Buyers can modify their vehicles after purchase by installing conversion kits, a process Slate Auto says will not require professional mechanics. This flexibility allows owners to adapt their vehicles to changing needs over time, whether it be for family use, work, or leisure.
Despite its simplicity, the truck will still include the basic safety features required by federal law. Automatic emergency braking, airbags, and a backup camera will come standard on all models. Slate Auto stresses that while it is minimizing unnecessary features, it will not compromise on fundamental safety.
Launching a new auto company is never an easy task. Many electric vehicle startups in recent years have struggled or failed altogether. Companies like Canoo, Fisker, and Lordstown Motors have filed for bankruptcy, while others like Rivian and Lucid Motors continue to face financial losses as they try to scale production and lower prices. Slate Auto, however, is choosing a different strategy. Instead of producing expensive luxury vehicles first and hoping to move downmarket later, Slate is starting with a low-cost vehicle and building its brand around affordability and customization.
Slate’s financial support from high-profile investors gives it an advantage. Raising over $111 million is a strong start for a company that is still in the early stages of production. Having experienced backers like Jeff Bezos and Mark Walter also provides a layer of confidence and credibility that many other startups lack. Slate Auto has already hired nearly 400 employees and is continuing to expand its workforce as it moves toward production.
Slate Auto’s focus on domestic manufacturing could also work in its favor. Building vehicles in Indiana, and sourcing much of its engineering talent from Michigan and California, positions the company well to benefit from political and economic trends favoring American-made products. It could also help shield the company from some of the supply chain problems and international market shifts that have hurt other automakers.
CEO Chris Barman expressed confidence that Slate Auto’s vehicle would meet a real need in the market. He described the truck as a vehicle that people would not only find affordable but would also be proud to own. The combination of simplicity, customization, affordability, and American manufacturing offers a different kind of promise than what has been seen from other electric vehicle companies.
Reservations for Slate trucks are now open on the company’s website. Interested buyers can reserve a truck by placing a refundable $50 deposit. Slate Auto expects to start deliveries by the end of 2026, assuming production remains on schedule.
If the company can stick to its promises and maintain its pricing structure, it may very well succeed in carving out a place in the crowded and competitive electric vehicle market. By going against the grain and offering a simple, adaptable, and affordable vehicle, Slate Auto could attract a large group of buyers who feel overlooked by the current offerings from Tesla, Rivian, Ford, and others.
The road ahead for Slate Auto will not be without challenges. Manufacturing an entirely new vehicle at scale is an enormous undertaking, and delays or unexpected costs are common. Consumer preferences can also change quickly. However, the company’s unique approach, strong financial backing, and clear focus on affordability offer reasons for cautious optimism.
Slate Auto’s debut represents a refreshing return to basics at a time when many automakers are chasing luxury and technology at higher price points. It shows that there is still space in the electric vehicle market for products that prioritize practical needs, personalization, and affordability. Only time will tell if Slate Auto can deliver on its vision, but for now, it stands out as one of the more interesting and ambitious new players in the automotive world.
