Bezos-backed startup Slate Auto is challenging Tesla with a back-to-basics electric pickup truck that could cost under $20,000 after tax credits, potentially disrupting the expensive EV market.
At a Glance
- Michigan-based Slate Auto, backed by Jeff Bezos, plans to launch a no-frills electric pickup truck starting at $25,000 (potentially under $20,000 with federal tax credits)
- The truck features manual windows, no infotainment screen, and a customizable design with a 150-mile base range (expandable to 240 miles)
- With a 1,400-pound payload capacity, the truck emphasizes affordability and customization in a market where EVs average $59,000
- Deliveries are expected to begin in late 2026, with reservations currently open for a refundable $50 fee
- The truck’s affordability hinges on federal tax credits, which could be at risk under a potential Trump administration
A Back-to-Basics Approach in a High-Tech Market
Slate Auto, a Michigan-based EV startup backed by Amazon founder Jeff Bezos, is taking aim at the luxury-focused electric vehicle market with its bare-bones pickup truck. The company plans to offer its electric truck for $25,000, and with federal tax credits, the price could drop below $20,000. This approach stands in stark contrast to the current EV landscape, where the average electric vehicle costs around $59,000, and electric pickups often exceed $100,000. The company is led by CEO Chris Barman, a former Fiat Chrysler executive who brings automotive industry experience to the venture.
The Slate Truck embraces simplicity with manual crank windows, no main infotainment screen, and an unpainted body that owners can customize. This back-to-basics approach allows for a dramatically lower price point at a time when the average new car in America approaches $50,000. The vehicle’s standard range of 150 miles can be extended to 240 miles with an optional larger battery, while its 1,400-pound payload capacity and 1,000-pound towing ability make it functional for everyday tasks. The compact dimensions—smaller than the Ford Maverick—make it suitable for urban environments while maintaining utility.
Customization and Direct Sales Model
Slate Auto has coined the term “Blank Slate” to describe its customization philosophy, where owners can personalize almost every aspect of the vehicle except the battery pack. The company will offer over 100 accessories and “starter packs” that allow buyers to upgrade features based on their needs and budget. Owners can even transform the basic truck into a five-passenger SUV using available kits, ensuring the vehicle can evolve with changing requirements. The unpainted body can be wrapped in various colors and designs, including personalized nameplates for the tailgate.
“It gives freedom of choice to the owner of what accessories they would want to put on the vehicle, either at the time of purchase or over time, depending on their budget.”, said Chris Barman.
Following Tesla’s approach, Slate plans to use a direct-to-consumer sales model that bypasses traditional dealerships. The company encourages owners to work on their vehicles themselves, offering instructional content through “Slate University” videos. This DIY philosophy extends the customization concept while potentially reducing maintenance costs. The truck will include standard safety features required by regulations, including automatic emergency braking, airbags, and a backup camera. Production is planned for a yet-to-be-announced facility in the Midwest, with deliveries scheduled to begin in late 2026.
Financial Backing and Market Challenges
Unlike many struggling EV startups, Slate Auto appears to have substantial financial backing. The company has raised over $111 million and currently employs nearly 400 people, with plans to expand its workforce. This funding provides a foundation for the ambitious manufacturing and distribution plans needed to bring the vehicle to market. Reservations are already open with a refundable $50 fee, suggesting confidence in the product’s eventual delivery. The company’s focus on affordability addresses a significant gap in the current EV market.
However, significant challenges remain for Slate Auto’s budget-friendly EV. The truck’s affordability depends heavily on the $7,500 federal tax credit for electric vehicles, which could be eliminated under a potential Trump administration. Additionally, established automakers are increasingly targeting the affordable EV segment, with Ford’s Maverick hybrid pickup already capturing budget-conscious buyers. The 2026 delivery timeline also means Slate must maintain momentum and funding for two more years before vehicles reach customers, a period during which the competitive landscape could shift dramatically.