Slate Auto, a U.S.-based electric vehicle startup backed by Amazon, is set to shake up the EV market with a radical offering: a no-frills electric pickup truck priced at just $27,000 (£20,000). Slated for launch in 2027, the vehicle has already captured significant public attention with its minimalist, functional design and unprecedented affordability.
Tisha Johnson, Chief Design Officer at Slate, recently shared insights about the project on the Autocar Meets podcast during the Car Design Event in Munich. She believes the industry has long ignored the fundamental need for vehicles that are both desirable and affordable — and Slate is here to change that.
A Designer on a Mission
Johnson’s journey to Slate includes influential stints at Volvo’s North American design studio, home appliance giant Whirlpool, and design-centric furniture company Herman Miller. These diverse experiences, she explained, have shaped her belief that everyday products — whether cars, appliances, or furniture — should combine utility with emotional appeal.
“I’ve always wanted to deliver affordable mobility,” Johnson said. “And the opportunity to have a meaningful impact on people’s lives through design made Slate the right place for me.”
A Truck Designed for the Real World
The Slate Truck’s standout feature isn’t just its low price — it’s how that price is achieved. Rather than loading the vehicle with expensive technology, the Slate team opted for a stripped-down, user-first cabin. Manual seats replace electric adjusters, a phone or tablet mount substitutes a built-in infotainment system, and luxury finishes are swapped for practical ones.
“We respect that people already have the tech they want,” said Johnson. “We’re not crowding the dashboard with redundant screens. Let them drive — simply and affordably.”
This “device-agnostic” philosophy not only reduces costs but also aims to declutter users’ lives and streamline the driving experience.
Customisation: The Slate Secret Sauce
Despite its utilitarian base, Slate isn’t shunning individuality. The Truck will launch with a suite of DIY kits allowing owners to modify the body style — turning the pickup into a boxy SUV or a sleek fastback crossover. Customers can also choose from a variety of paint schemes, cladding, and wheel designs, making personal expression a core part of the product’s appeal.
“We’ve created a base vehicle full of possibilities,” Johnson said. “From there, people can build something they truly love.”
Keeping it Local — For Now
While the Slate Truck has sparked interest globally, the company’s focus remains firmly on the U.S. market. Built in Indiana, the truck will comply with U.S. light commercial vehicle regulations, and there are currently no plans for global expansion.
However, thanks to the UK’s more relaxed import rules, British EV enthusiasts could potentially see Slate Trucks on UK roads via private imports in the years following launch.
Driving Toward a New Future
With the electric truck market dominated by premium models like the Ford F-150 Lightning, Slate’s no-nonsense, low-cost approach could disrupt the status quo. If successful, it might push the broader industry to reassess the balance between tech-laden features and true customer value.
Slate’s message is simple yet powerful: affordability doesn’t have to mean compromise — and love for a vehicle can begin with access.
“It’s an intentional turn in a different direction,” Johnson concluded — and it just might be the direction the auto world needs.
