Purchase Now, Upgrade Later: Slate's $25,000 Truck Changes the Game for Electric Vehicles

      A new electric vehicle startup—secretly supported by Amazon CEO Jeff Bezos—is creating something ambitious in Michigan. It’s not merely a car, but a fresh perspective on what an EV company can be. Slate Auto is a discreet newcomer to the automotive scene with one clear goal: abandon the luxury-first approach to EVs and instead focus on affordability—which is what most drivers actually prefer.

      The startup has been functioning away from the public eye since 2022, until TechCrunch uncovered its presence. Generating a bit of intrigue surrounding a potentially transformative concept is a well-established marketing strategy.

      However, Slate appears to approach EVs in a distinctly different manner than the majority: it isn’t launching with a six-figure luxury vehicle. Instead, it’s aiming for the coveted goal of affordable EVs: a two-seat electric pickup truck priced at just $25,000. Indeed, twenty-five grand—less than a customized golf cart in some areas. Slate is completely upending the Tesla model. While Tesla and others like Lucid, BMW, and Rivian began with high-end models to establish their brands and fund future affordable cars, Slate intends to kick off with a vehicle that caters to everyday users and evolve from there.

      This is more than just an economical vehicle. It’s a modular, upgradeable electric car designed to be personalized over time. Purchase the basic model now, and later you can add enhancements in performance, technology, or lifestyle—much like crafting your perfect ride over time with your earnings. It’s a DIY vehicle for a generation familiar with customization and subscription services. The company has even trademarked the phrase: “We built it. You make it.”

      Supporting this vision is a daring strategy: marketing accessories, clothing, and practical add-ons akin to Harley-Davidson and Jeep’s MoPar division. You’re not only investing in a vehicle; you’re embracing a lifestyle. Imagine an affordable EV intertwined with open-source car culture.

      Slate’s strategy isn’t just innovative; it’s almost subversive. In an era when other startups risk failing under the weight of their own ambitions, Slate is maintaining a lean, scalable, and customer-centric approach. The company reportedly plans to procure major parts like battery packs and motors from external suppliers, thus keeping production costs down while dedicating resources to design, user experience, and upgrade options.

      While its operations have been largely under wraps—until now—Slate intends to begin production near Indianapolis by next year, and the reveal of this underdog EV is imminent.

      Although the U.S. market has, in essence, been dominated by luxury EVs, Slate’s “start small, grow with you” strategy may provide the spark the industry requires.