In a unique marketing move, Slate Auto, a US-based electric vehicle (EV) startup backed by Amazon founder Jeff Bezos, has been quietly showcasing multiple concept versions of its upcoming EV on the streets of California. This teaser campaign comes just days ahead of the company’s official launch event scheduled for April 24 at Long Beach Airport.
Founded in 2022 and headquartered in Michigan, Slate Auto has maintained a low profile until recently. A report by TechCrunch revealed Bezos’ financial involvement and the company’s plan to offer a highly customizable EV priced around $25,000 (approximately ₹20.8 lakh). The base model has reportedly been dubbed the “Blank Slate,” as per trademark filings and sources familiar with the company’s operations. Slate has also trademarked the phrase, “We Built It. You Make It,” reflecting its emphasis on user personalization.
In recent days, auto enthusiasts and curious onlookers spotted various versions of Slate’s concept vehicle in California. One such sighting was in Venice, where automotive journalist David Tracy saw a version of the EV disguised as a service vehicle for a fictitious company named “Rockabye Rides.” The vehicle sported a wrap and branding, along with a link to a countdown site leading up to the launch.
According to social media posts, another version resembling a hatchback, with similarities to Rivian’s upcoming R3 was also spotted, adding to the intrigue. Observers have so far seen three distinct silhouettes of the vehicle, reinforcing Slate’s strategy of promoting adaptability and modular design, a key talking point used by the company to attract investors.
Insiders revealed that during a Series B funding round, Slate’s leadership presented a base model to potential investors before swiftly transforming it behind the scenes and reintroducing it with a completely different look. This “Transformer-like” approach, reportedly central to their pitch, appears to have won over significant backers, including Guggenheim Partners CEO and LA Dodgers owner Mark Walter, who has since joined Slate’s board.
Despite the public sightings, much about the vehicle remains under wraps. While the exterior designs offer a glimpse into the vehicle’s versatility, no official details have been released about the interior or technical specifications. Journalists invited for private previews are reportedly under strict non-disclosure agreements.
David Tracy, who has decades of experience in automotive journalism, noted that the Slate vehicle “is unlike any new vehicle I’ve ever seen — not just in my career, but in my entire lifetime.”
With its bold design philosophy and high-profile backing, Slate Auto is set to draw significant attention as it enters the competitive EV market later this week.
Source: TechCrunch
