A new and intriguing player in the electric vehicle (EV) market has emerged from Michigan. Slate Auto is backed by significant financial and strategic resources, including support from Amazon founder Jeff Bezos.
Slate Auto, a startup that has remained largely under the radar until now, is reportedly on the brink of developing an affordable electric pickup truck with a target price of $25,000. This ambitious project aims to disrupt the current market, which has been largely dominated by luxury vehicles and high-end models.
Recently, a two-seat electric pickup prototype was spotted in Los Angeles, marking what could potentially be the first public glimpse of Slate Auto’s innovative vehicle. This prototype aligns with the company’s vision of creating a compact truck that prioritises functionality and affordability similar to the iconic Ford Model T rather than competing directly with established luxury brands like Tesla.
Slate Auto has been in stealth mode since its inception in 2022, having been incubated within Re:Build Manufacturing, a company co-founded by Jeff Wilke, who previously served as the CEO of Amazon’s consumer division. Since its emergence, Slate Auto has successfully raised over $100 million, facilitated by influential investors including billionaires Mark Walter and Thomas Tull. The leadership team of the startup features individuals with extensive experience in the automotive industry, including former executives from Harley-Davidson, Stellantis, and General Motors.
In addition to the backing from Bezos, Slate Auto benefits from the expertise of former Amazon executives within its ranks. The company’s branding and naming conventions, including its original title “Re:Car,” have been noted to mirror those of Amazon, further highlighting its connections.
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Slate’s approach diverges from the traditional EV protocol. Instead of introducing a high-end model to generate immediate interest and profit, the startup aims to create an accessible vehicle that could serve as an individual’s first car. This clearly positions Slate Auto to appeal to a significant untapped consumer base, particularly those looking for cost-effective electric transportation solutions.
To maintain its competitive pricing, the company plans to adopt a business model reminiscent of Harley-Davidson and Stellantis’s Mopar division, which focuses on encouraging vehicle owners to customise their trucks. This strategy includes offering a wide range of accessories, parts, and apparel, as well as a planned initiative called “Slate University”, which promises open-source repair and upgrade tutorials.
While production of the truck is anticipated to commence as early as late 2026, specific details regarding facilities remain uncertain. There are indications that Slate may opt to either construct a new manufacturing plant or renovate an existing one. The company has also indicated intentions to outsource high-voltage systems and motors, a move that could potentially expedite development timelines and reduce costs.
Leading the company is CEO Christine Barman, a seasoned executive from Chrysler who previously managed programs for both the Dodge Charger and Jeep Cherokee. Barman’s approach contrasts markedly with the more flamboyant style of many contemporary EV founders, as she has focused on methodically building Slate Auto’s infrastructure since its founding.
As the electric vehicle market undergoes a shift and many startups struggle to remain viable, Slate Auto’s focus on an affordable, customisable truck may prove to be a pivotal strategy for success. If executed effectively, this initiative could pave the way for a more inclusive EV landscape, where trucks are perceived as practical tools for a broader audience rather than exclusive luxury items.
