As the EV world continues its game of musical chairs, one startup company thinks it has found a different way to stay standing when the music stops. Slate is betting on a different formula: simplicity over flash. In a market obsessed with massive screens and autonomous gimmicks, Slate thinks there is still room for vehicles that just work.

Read: Would You Really Pay $28K For A Crank Window EV With No Speakers?

CEO Chris Barman, a veteran of Chrysler, says that the startup, which is reportedly backed by Amazon boss Jeff Bezos, aims to deliver “fun, affordable EVs that people actually want to drive.” Her goal is to tap into an under-served market, and she just opened up about why she thinks Slate will succeed.

Barman, a mechanical engineer by background, joined Slate as CEO in May 2022. She spent most of her career in product development at Chrysler, eventually rising to vice president of electrical and electronics at Fiat Chrysler. Put simply, she knows how to build vehicles that can handle real-world abuse.

A Truck Without the Tech Overload

Slate’s first offering is a no-frills electric pickup truck priced from “around $28,000.” With current incentives, that could theoretically make a base Slate pickup roughly $20,500. No doubt, that would stand out in the U.S. market and the overall EV segment, though as always, there is no guarantee the $7,500 tax incentives will still be available when the trucks actually hit the road.

“There’s a massive population of people out there when it comes to safe, reliable, affordable transportation; there just really aren’t many alternatives for them,” Barman said in an interview with Business Insider. As of February, an EV costs an average of $6,300 more than a similar gas-powered car. Of course, some gas-powered cars do almost everything Slate offers and then some.

Nevertheless, it sounds like Barman is building this idea off of decades of love for similar vehicles. “I grew up on a farm. My first car was a 1984 Ford Ranger pickup, with a five-speed manual, manual windows, and no air conditioning,” she said. “It was basic transportation, but I loved the freedom it gave me to go places and do things.” That freedom-based thinking bleeds into the design of the Slate pickup.

Modularity Built In

Unlike just about everything else on the market, this thing stands out because of its modularity. Owners can add over 100 different accessories, and we’re not talking about Slate-branded valve caps. We’re talking about infotainment systems, speakers, cupholders, different exterior lighting surrounds, and even a conversion kit that turns the truck into a five-seat crossover.

“It may be, they were single when they first purchased the truck, and they recently got married, and a few years later, they have a family, and instead of having to exchange it out for a completely new vehicle, they can convert it into a five passenger SUV and continue to use the vehicle,” Barman told BI.

How exactly does she see users engaging at such a high level in a space that few people usually do? She says that the automaker will offer instructional videos online in what it’s calling Slate University. It is part of what Barman calls “a complete paradigm change in the car buying experience.” Buyers will not be locked into the expensive, bloated versions dealerships like to push. Instead, they will start basic and add only what they want, when they want.

Direct Sales

To help streamline the process, as with most EV startups, Slate is skipping traditional dealerships altogether and selling directly to consumers. Buyers will configure and purchase their vehicles online, with no showroom upsells or sales pressure to deal with.

Reservations for the EV are already open, with a refundable $50 deposit if you are feeling adventurous. Of course, the company still has a lot of hoops to jump through before any of this happens. Slate is working to secure an old shuttered factory to revive in the Midwestern US, and only once vehicles start rolling off an actual production line will we know if Barman’s dreams for Slate can turn into a reality.