The first vehicle by the mysterious electric vehicle startup named Slate Auto has surfaced online, and it appears to be an early version of the company’s low-cost pickup truck. A photograph posted Wednesday on Reddit by u/discostranger09 shows a small, dark gray, two-seat pickup truck on a flatbed trailer, reportedly being unloaded from a shipping container near Los Angeles. TechCrunch, citing an anonymous source familiar with Slate’s vehicle design, confirmed the truck is indeed connected to the startup. It is believed to be a concept vehicle for investor demonstrations at Slate’s design studio in nearby Long Beach, California, and the pickup will go downmarket as a foil to the pricey Rivian R1T.

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A Glimpse of the ‘Blank Slate’?

The truck itself presents a simple, unadorned aesthetic. Its silhouette bears a passing resemblance to the Jeep Comanche, with its simple, hard angles. There also appear to be a few cues borrowed from the R1T – not necessarily surprising since Slate’s head of exterior design reportedly had a brief stop at Rivian. The lack of flashy styling elements also seems to be intentional, aligning with Slate’s apparent strategy. The company aims to shake up the EV market through affordability and personalization.

As previously reported by TechCrunch, Slate Auto is targeting a low starting price of roughly $25,000 for its two-seat electric pickup. It has been potentially referred to internally as the “Blank Slate,” according to one trademark filing. To make the low-cost truck viable, Slate supposedly plans to lean heavily on higher-margin accessories, apparel, and potentially even service. This would be similar to business models used by Harley-Davidson and Stellantis’ Mopar division. The company has filled key executive roles, including CEO Christine Barman (a Chrysler veteran) and Executive Chairman Rodney Copes (ex-Harley-Davidson and Rivian), who are experienced in these areas. This philosophy also appears to come through in the trademark phrase, “We built it. You make it.” Job listings have hinted at a customer education and modification program called “Slate University.”

Secretive Startup’s Big Backers and Bold Plan

Operating quietly since its founding in Michigan in 2022, Slate Auto has assembled a team with deep roots in the traditional auto industry, hiring extensively from Ford, General Motors, Stellantis, and the aforementioned Harley-Davidson. The company originated within Re:Build Manufacturing, an incubator with its own ties to former Amazon executives and funding.

Slate’s goal to launch a $25,000 EV pickup has attracted significant investment. Bezos’ family office participated in a Series A round that raised at least $111 million in 2023. Documents also link Mark Walter, the controlling owner of the LA Dodgers, and Thomas Tull, a lead investor in Re:Build Manufacturing, to the company’s board.

The company aims to begin production in late 2026, potentially at a facility near Indianapolis, Indiana. Slate’s strategy is also quite bold. It inverts the typical EV playbook followed by Tesla and others, which involved launching high-end models with high margins before moving downmarket. Slate aims to capture first-time buyers with its low entry price, drawing parallels to the Ford Model T or Volkswagen Beetle. While the name of the truck remains unconfirmed, the company is reportedly only weeks away from officially revealing its plans. As of publication, Slate Auto has not responded to requests for comment.

Sources: Tech Crunch, Reddit