Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24.

Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24.

      Credit: jonjopop via r/spotted on Reddit

      Image used with permission by copyright holder

      An official announcement is just days away, yet Slate Auto—a discreet EV startup reportedly backed by Jeff Bezos—is already drawing attention and sparking curiosity with one of the most intriguing marketing strategies in recent automotive history. Set to unveil its first vehicle on April 24, the company has spent the past week placing oddly camouflaged “prototypes” around the streets of Los Angeles, adorned with parody business ads that are so bizarre they've gone viral across Reddit, TikTok, and automotive media.

      The unusual campaign began when car enthusiasts and influencers noticed several peculiar vehicles parked casually in Venice, California. One was a stubby, boxy SUV cloaked in branding for a fictitious company named “CryShare,” claiming to soothe babies by driving them around on the roof. Another featured branding for an imaginary cat therapy service, complete with a website: CatThurrrapy.com. That site is pivotal to the entire concept—it redirects to Slate Auto, hinting at their announcement coming on April 24.

      So, what do we actually know about these vehicles? Visually, they appear to blend various design elements: reminiscent of a Range Rover Classic mixed with a Jeep Renegade, boasting clear off-road influences and compact sizes. At least three variants have been observed so far—a two-door pickup truck and two SUV shapes with slightly differing rooflines. None are operational; they are likely design bucks—mock-ups without functional powertrains or suspensions. The goal is evident: create a buzz, then reveal the details.

      According to TechCrunch, Slate Auto has been quietly working on this project since 2022 as a division of Re:Build Manufacturing. The ambition? Deliver a modular, two-seat electric pickup truck for just $25,000, with production aimed for late 2026. Unlike Tesla and Lucid, which launched with high-end luxury models, Slate intends to turn the model on its head: start inexpensive and then expand.

      Affordability is not the sole focus. As previously reported, the company is adopting a "build-your-own" philosophy, offering ongoing upgrades—modular performance, technology, or lifestyle enhancements that customers can install like a sophisticated LEGO set. Their tagline? "We built it. You make it."

      On April 24, we will see if the substance matches the spectacle. However, one thing is clear: Slate Auto has mastered the art of making an impression.

      Nick Godt has reported on global business news across three continents for over 25 years.

      Waymo's driverless cars are set to embark on an international journey.

      Waymo's autonomous vehicles are about to make their debut on streets beyond the U.S. for the first time. The company announced on social media that its self-driving cars will soon be appearing on the streets of Tokyo, Japan, with some reports indicating the rollout may start as early as next week.

      Buy Now, Upgrade Later: Slate's $25K Truck Reshapes the EV Landscape

      A new electric vehicle startup—quietly supported by Amazon CEO Jeff Bezos—is innovating in Michigan. They are not just manufacturing a car; they are redefining what an EV company can be. Slate Auto is a discreet automaker with a singular mission: to abandon the luxury-first approach to electric vehicles and instead cater to the affordable market—what most drivers are actually seeking.

      The start-up has been under the radar since 2022, until TechCrunch uncovered its existence. Creating a bit of intrigue around a potentially transformative concept is a well-established marketing tactic.

      But Slate seems to be taking a distinctly different approach to electric vehicles: it’s not launching with a high-end, six-figure model but is aiming for the coveted ideal of an electric two-seat pickup truck priced at just $25,000. Yes, just twenty-five grand. That’s even less than a fully equipped golf cart in certain areas. Slate is flipping the Tesla model upside down. While Tesla and companies like Lucid, BMW, and, to some extent, Rivian started with luxury vehicles to build their brands and fund future affordable options, Slate intends to start with an accessible pickup—allowing it to grow alongside its customers.

      This isn’t merely a low-cost vehicle; it’s a modular, upgradeable electric car designed for personalization over time. Consumers can buy the basic model now and later enhance it with performance, technology, or lifestyle upgrades—similar to constructing the ideal vehicle piece by piece over time. It’s a DIY car for a generation accustomed to customization and subscription models. The company has even trademarked the phrase: “We built it. You make it.”

      Supporting this concept is an equally audacious strategy: offering accessories, apparel, and utility enhancements like Harley-Davidson and Jeep’s MoPar division. You're not just acquiring a vehicle; you’re investing in a lifestyle. Imagine an affordable electric vehicle merging with open-source car culture

Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24. Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24. Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24. Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24. Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24.

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Slate teases a $25,000 electric vehicle with a marketing stunt prior to its reveal on April 24.

Slate Auto is hinting at a $25,000 electric vehicle that will be revealed on April 24.