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Jeff Bezos-backed Slate Auto has strategically placed multiple concept versions of its electric vehicle on the streets of California, hinting at the startup’s innovative approach to selling a “Transformer”-like vehicle. This unconventional marketing tactic has sparked curiosity among those familiar with the company’s internal discussions, revealing a glimpse into Slate’s upcoming launch event at Long Beach Airport on April 24.
Slate, a Michigan-based startup founded in 2022, has been shrouded in secrecy until recent reports unveiled Bezos’ financial backing and the company’s unique strategy of offering a customizable EV priced around $25,000. Referred to as the “Blank Slate” version, buyers are encouraged to personalize the vehicle to their preferences. Slate has even trademarked the phrases “We Built It. You Make It.” to further emphasize their commitment to customization.
The Autopian’s David Tracy encountered a concept version of Slate’s truck in Venice, California, designed to resemble a two-door SUV under the guise of a fictional business. Additionally, Reddit users shared images of yet another variant of the truck, resembling a hatchback similar to Rivian’s R3 model. These sightings hint at the versatility of Slate’s vehicle, showcasing different silhouettes and adaptations to cater to a wider audience.
As Slate secured over $100 million in funding, the company’s leadership strategically utilized the “Transformer” metaphor to captivate investors during their Series B funding round. Prospective investors were impressed by the company’s ability to transform the truck’s appearance rapidly, highlighting the vehicle’s adaptability and customization options.
Notable figures like Guggenheim Partners CEO Mark Walter, known for his ownership of the LA Dodgers, reportedly invested in Slate’s funding round and joined the company’s board. Despite the growing interest and investment, Slate remains tight-lipped about the truck’s interior, specifications, and customization levels, leaving automotive enthusiasts eager for more details.
Automotive journalists have been briefed about the Slate truck ahead of the event, with Tracy mentioning being bound by a non-disclosure agreement (NDA) regarding specific information. Despite the secrecy, Tracy expressed awe at the uniqueness of the Slate truck, describing it as unlike any other vehicle he has encountered in his career as a car journalist.
