Introduction to Slate Auto

Jeff Bezos-backed Slate Auto has been making waves by showcasing various concept versions of its electric vehicle (EV) on the streets of California, as a clever marketing tactic to hint at the company’s strategy for selling a “Transformer”-like vehicle, according to people familiar with the company’s internal discussions.

Upcoming Launch Event

This unconventional real-world teaser comes just days before Slate’s launch event, scheduled for April 24 at Long Beach Airport, as revealed by an invitation viewed by TechCrunch.

Background on Slate Auto

Slate Auto, a Michigan-based startup founded in 2022, has been operating in relative secrecy until TechCrunch published a report exposing Bezos’ financial involvement, as well as the company’s plan to price its EV at around $25,000, with a focus on encouraging buyers to customize the vehicle to their liking, known as the “Blank Slate” version, according to a trademark application and another person familiar with the company’s plans. Additionally, Slate has filed for a trademark for the phrase: “We Built It. You Make It.”

Concept Versions of the EV

The Autopian’s David Tracy recently traveled to Venice, California, where he found a concept version of the truck, designed to resemble a two-door SUV used by a fake business. Similarly, Reddit users have posted pictures of yet another version of the truck, made to look like a hatchback that bears a resemblance to Rivian’s forthcoming R3.

Vehicle Customization

The vehicle Tracy saw up close has a hard cover over the bed, giving it an SUV shape, and is covered in a wrap for a fake business called “Rockabye Rides,” which includes a URL that leads to a website counting down to Slate’s event later this week. This makes three different silhouettes of Slate’s truck seen so far, showcasing the adaptability that the company has privately touted as it secured over $100 million in funding.

Investor Pitches

Slate’s leadership has focused heavily on the “Transformer” metaphor in its pitches to investors, carefully choreographing meetings around the idea, and even showing prospective investors a generic version of the truck before quickly customizing it to demonstrate its versatility.

Funding and Investors

These efforts appear to have been convincing, with Guggenheim Partners CEO Mark Walter seemingly investing in the round and joining Slate’s board, as reported by TechCrunch. A spokesperson for the company didn’t respond to a request for comment.

Upcoming Event and Speculations

The new photos provide a clear view of the exterior of Slate’s truck and the potential level of customization, although the interior remains a mystery, and there is no public knowledge about the vehicle’s specs. The company has briefed several automotive journalists ahead of Thursday’s event, with Tracy writing that he’s “under a strict NDA” on any of the specifics.

Conclusion

Even with the limited information available, Tracy wrote that the Slate truck “is unlike any new vehicle I’ve ever seen, not just in my decade as a car journalist, but in my entire lifetime,” generating significant interest and anticipation for the upcoming launch event.