A new electric fomite startup — quietly plump for by Amazon CEO Jeff Bezos — is build something bold in Michigan . Not just a car , but a whole new idea of what an EV company can be . Slate Auto is a stealthy Modern automaker with one delegacy : dump the sumptuousness - first EV playbook and start from the affordable — which most driver actually seek .
The jump - up has been operating out of public hatful since 2022 , until TechCrunchfound outabout its existence . Of of course , creating a little mystery about a potentially game - deepen concept is a well - tested marketing approach path .
But Slate truly seems to approach EVs in a very different way than most : It is n’t debut with a six - figure of speech spaceship - on - wheels . alternatively , it ’s targeting the holy grail of EV dreams : a two - seat electric pickup motortruck for just $ 25,000 . Yep , twenty - five 1000 . That ’s less than a tricked - out golf game handcart in some neighborhood . slating is flipping theTesla modelon its nous . Tesla , but also the the likes of ofLucid , BMW , and to a certain degree , Rivian , all started with mellow - oddment vehicles to build brand and bankroll succeeding affordable railway car . But Slate wants to lead off with the people ’s pickup — and permit it raise with you .
This is n’t just a cheap car . It ’s a modular , upgradeable EV that ’s mean to be personalized over sentence . Buy the basic model now , then lend performance , tech , or modus vivendi rise later — kind of like building your own pipe dream depend on one paycheck at a metre . It ’s a DIY car for a generation raised on customization and subscriptions . The company even brandmark the musical phrase : “ We build it . You make it . ”
Backing up this idea is an equally bold strategy : selling accessories , apparel , and public utility add - ons à la Harley - Davidson and Jeep’sMoPardivision . You ’re not just corrupt a vehicle ; you ’re buying into a lifestyle . Think low-cost EV come across open - germ car culture .
slating ’s approach is n’t just novel — it ’s almost disaffected . At a time when other startups risk fold under the weight of their own eminent ambitions , Slate is hold things thin , scalable , and client focused . The society reportedly plans to source major components like barrage fire pack and motors from outside suppliers , keeping manufacturing monetary value low while focusing energy on design , experience , and elevate paths .
Sure , it ’s all been keep under wraps — until now . With plans to start production near Indianapolis by next yr , the wrap are about to come off this EV underdog .
While , at least in spirit , the U.S. securities industry has been master by high - ending EVs , Slate ’s “ start small , weighing machine with you ” ism might be just the jolt the industry pauperization .
