Slate Auto Unveils $20,000 Electric Truck, Challenging Tesla

Slate Auto, an electric vehicle startup backed by Amazon CEO Jeff Bezos, has unveiled its first-ever electric truck, aiming to disrupt the market with a price tag starting at just $20,000 for the base model. This price point is lower than competitors, including Elon Musk’s Tesla, making Slate a potential contender in the affordable EV market.

What Makes the Slate Truck Stand Out?

Slate’s truck, revealed on April 25, 2025, in Long Beach, California, offers a bare-bones design to keep costs low. The Michigan-based company plans to assemble its vehicles in Indiana. The truck’s basic version features no infotainment system, radio, and instead of power windows, it uses hand-crank windows.

Despite this minimalist approach, Slate aims to offer consumers a customizable experience, allowing them to add various features and upgrades, with an additional cost of about $10,000 for popular options.

Slate’s CEO, Chris Barman, a former Chrysler executive, emphasized that the company built the truck to be affordable, yet versatile. “We built it, you make it,” is the company’s motto, encouraging buyers to personalize their vehicles with aftermarket parts, including vinyl skins, roof conversions, and more.

This DIY culture gives consumers the option to enhance their trucks or keep them simple and utilitarian.

Slate’s Vision vs. Tesla’s $25,000 Car

The launch of Slate’s truck comes at a time when Tesla has yet to deliver its long-promised $25,000 electric car, a project that Elon Musk first mentioned years ago. Although Musk repeatedly discussed producing a low-cost electric car, he eventually scrapped the idea, focusing instead on more advanced electric vehicles like the Cybertruck.

In contrast, Slate’s truck, which may cost as little as $20,000 with federal electric vehicle tax credits, could become the most affordable electric vehicle on the market, undercutting even Tesla’s cheapest model, which starts at $41,000 after tax credits.

Slate’s Path to Profitability

Slate Auto aims to turn a profit quickly, expecting to be cash flow positive soon after production begins in late 2026. Unlike some of its competitors, Slate’s vehicles are built using composite exterior parts, avoiding high costs from materials like steel and aluminum, which have been impacted by tariffs. These design choices allow Slate to keep manufacturing costs down, while also offering a unique customization model.

With this strategy, the company hopes to build a loyal customer base eager to personalize their EVs, akin to customizing iPhones with unique apps.

Bezos’s Role and Future Plans

Slate’s team includes several former Amazon executives, and Jeff Bezos’s family office is reportedly a key investor. However, Bezos does not have an active role in the day-to-day operations. While Slate is not expected to rival Amazon’s other electric vehicle investment, Rivian, it does aim to carve out its niche by delivering an affordable, customizable electric truck tailored to American workers.

Slate’s initial vehicles will be available for delivery by the end of 2026, and interested customers can start reserving their trucks now.

Looking Ahead: Is Slate a Serious Threat to Tesla?

Slate’s bold pricing strategy and unique focus on customization could potentially reshape the electric vehicle market, especially for buyers looking for affordable options. As Tesla faces challenges such as slow growth in EV sales and the controversy surrounding its Cybertruck, Slate’s debut is drawing attention in the EV space.

The question remains: will Slate’s innovative approach to affordable, customizable EVs win over consumers, or will Tesla continue to dominate the market?

More…

• https://www.forbes.com/sites/conormurray/2025/04/25/bezos-backed-slate-auto-unveils-20000-electric-truck-as-competitor-to-musks-tesla
• https://finance.yahoo.com/news/slate-introducing-the-bezos-backed-ev-pickup-for-the-masses-022141712.html
• https://www.caranddriver.com/photos/g64576482/2027-slate-truck-revealed-gallery