Slate Auto, a startup backed by Jeff Bezos, has been generating buzz in California by showcasing various concept versions of its upcoming electric vehicle (EV). According to insiders, this bold marketing strategy hints at Slate’s aim to offer a vehicle akin to a “Transformer” that can be extensively customised by its owners. This initiative comes just ahead of their highly anticipated launch event scheduled for April 24 at Long Beach Airport.
Founded in 2022 and based in Michigan, Slate Auto has remained under the radar until recent reports unveiled its funding from Bezos and revealed plans to bring an affordable EV to market, priced at approximately $25,000. The base model is known as the “Blank Slate,” aligning with the company’s branding ethos. Additionally, Slate has trademarked the slogan “We Built It. You Make It,” indicating an emphasis on personalisation.
Reports by The Autopian detail that over the weekend, Slate displayed a concept vehicle in Venice, California. This model was disguised as a two-door SUV affiliated with a fictitious business, sparking curiosity among locals and online users alike. Various versions of this truck have surfaced, including a hatchback style reminiscent of Rivian’s upcoming R3, highlighting the company’s vision for adaptability.
One distinct vehicle featured a hard cover over its bed, transforming it into an SUV-like form and wrapped in promotional material for “Rockabye Rides,” which links to a website counting down to the launch event. Other sources indicate a growing portfolio of silhouettes for Slate’s trucks, which the company has touted as a key selling point during discussions with potential investors. To date, Slate has successfully secured over $100 million in funding.
During a presentation last year aimed at attracting investors for its Series B funding, Slate’s leadership leveraged the ‘Transformer’ metaphor, showcasing the vehicle’s customisation capabilities through a creative demo. Prospective investors were shown a generic vehicle model before being ushered into a separate room for quick modifications, only to return and see the transformed truck, illustrating the vehicle’s versatility.
This strategy appears to have proven effective, with notable figures such as Mark Walter, CEO of Guggenheim Partners and owner of the LA Dodgers, reportedly investing in the company and joining its board. While Slate’s website and promotional materials provide glimpses of the truck’s exterior and its customisation potential, details about the vehicle’s specifications and interior design remain undisclosed. Automotive journalists have been briefed ahead of the launch, but any specific insights are under strict non-disclosure agreements.
In summary, Slate Auto is positioning itself uniquely in the EV market, promising a revolutionary vehicle unlike anything seen before, according to initial impressions from industry insiders. The excitement surrounding their launch suggests a significant move towards a more personalised driving experience in the electric vehicle sector.
Fanpage: TechArena.au
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