Slate Auto, a startup backed by Jeff Bezos, has placed multiple concept versions of its electric vehicle (EV) on the streets of California as a part of its marketing strategy. This approach hints at the company’s plan to market a “Transformer”-like vehicle, according to individuals familiar with internal discussions at the company, as reported by TechCrunch.
The deployment of these concept vehicles occurred shortly before Slate’s planned launch event on April 24 at Long Beach Airport, as indicated by an invitation seen by TechCrunch.
Founded in 2022 and based in Michigan, the startup has maintained a low profile until recently when TechCrunch disclosed Bezos’ financial support for the company. The report also revealed Slate’s intention to sell its EV for approximately $25,000 while offering customization options for buyers. This base model is referred to as the “Blank Slate” version, based on a trademark application and insights from those aware of the company’s plans. Slate has also filed a trademark for the phrase “We Built It. You Make It.”
David Tracy from The Autopian visited Venice, California, to witness Slate’s concept truck, styled as a two-door SUV used by a fictional business. In parallel, Reddit users shared images of another version of the truck, designed to appear like a hatchback, drawing comparisons to Rivian’s forthcoming R3 model.
The vehicle that Tracy examined closely, resembling a two-door pickup previously spotted in Long Beach, had a hard cover over the bed, giving it an SUV-like appearance. The vehicle was covered with branding for a fictitious business named “Rockabye Rides.” This included a URL that directs to a website counting down to Slate’s upcoming event.
To date, three distinct silhouettes of Slate’s truck have been observed, highlighting the vehicle’s adaptability, which the company has emphasized in securing over $100 million in funding, according to TechCrunch sources.
Slate’s management utilized a “Transformer” concept in pitching to investors during the company’s Series B funding round last year. Meetings were strategically planned around this theme, where a generic version of the truck was shown to potential investors, followed by a demonstration of the vehicle’s customization potential in a separate space.
These efforts appear successful as Mark Walter, CEO of Guggenheim Partners and controlling owner of the LA Dodgers, reportedly invested in the funding round and joined Slate’s board, TechCrunch reported.
A company spokesperson did not respond to requests for comment.
Recent photos have provided a clear view of the exterior and potential customization capabilities of Slate’s truck, though the interior details and vehicle specifications remain undisclosed. Ahead of Thursday’s event, the company has briefed several automotive journalists, with Tracy noting he is bound by a strict nondisclosure agreement regarding specifics.
Despite this, Tracy mentioned that the Slate truck is a uniquely innovative vehicle compared to any he has encountered in his decade-long career as a car journalist.
