A few days ago, we wrote about Slate Auto and its entry into the EV market. They just unveiled the truck yesterday and announced that they are taking orders. Here is what we now know.
Unprecedented Customization
We now know why they call it “Slate”. The idea, for those who haven’t gotten it yet, is that the truck is just a blank slate of a truck that can be customized based on the customer’s preferences.
Slate has created over 100 different accessories that allow buyers to personalize their vehicle according to their needs and preferences. This isn’t just about cosmetic changes – Slate’s truck can transform from a two-seater pickup to a five-seater SUV configuration.
The truck also comes in only one color, a gray tone that is molded on to its body panels, but the idea is that it allows Slate to save money on paint jobs while allowing the customer a lot of creative freedom in choosing the look and feel he or she wants.
If you didn’t know, painting, yes painting, is one of the most heavily regulated parts of vehicle manufacturing. Avoiding it allows Slate to bring an affordable product to market while sidestepping one of the industry’s most expensive and complex production elements.
Slate is also bringing Home Depot style DIY to American pickup trucks by offering installation guides through “Slate University” and promising that these modifications can be made by “non-gearheads.”
What’s even better is that its not just customizable up front, the modular design allows for upgrades over time. You can simply buy add-ons a couple of years after you’ve purchased the initial vehicle. So buyers can start with the affordable base model and add features as their “needs and finances change,” according to CEO Chris Barman.
The flip side of customization though is that all those extra options could very quickly add up, increasing the price of the truck to much higher levels. It’ll be interesting to see what a fully built out pickup truck with all the options included will cost.
Cheapest Ride in Town
As we’ve said before, the best thing about the truck is that it’s super cheap, its just $20,000. It’s also made locally in the US, so tariffs aren’t going to affect the price of the truck.
For the past few years, as customers have gotten tired of $70,000 EV sedans and pickup trucks, its become obvious that the new holy grail for EV companies is to build an EV at or around the $30,000 level. Now, there are a lot of used EVs available under $30,000 but not many new vehicles. But Slate has beat that threshold with just its first vehicle.
The $20,000 price promised by Slate is after $7,500 tax credits though. And you only get those tax credits if you meet certain income requirements. A lot of EV manufacturers have worked around those income requirements by leasing the vehicle out and passing on the tax credit savings. So it’ll be interesting to see if Stable can do the same for its trucks. $200/month pickup trucks anyone?
Its not just the headline figure that’s amazing, its also the fact that this is probably going to be the cheapest pickup in town (after tax credits). It is cheaper, for example, than the Ford Maverick which is priced at around $27,000. That’s quite the achievement for any EV.
Simple is Genius
As high tech software and surveillance has found its way into everything we touch, not least the vehicles we drive, a lot of vehicle purists are having nostalgia for the simpler days, when all a truck had was a steering wheel and a couple of knobs. The Slate pickup truck is going to tug at the heart strings of this nostalgic crowd.
While other EVs have a camera in every corner, Slate’s wants to offer its customers something radically different i.e. simplicity and basic functionality. It features manual windows, buttons, knobs and doesn’t even come with a built-in infotainment screen. Again, you could probably upgrade to a more tech heavy truck, but a cheap, simple and reliable truck that can be repaired quite easily is going to have a lot of takers.
What’s more interesting is that if you look at Slate’s website, there is no mention whatsoever of the truck being an EV, which we think is quite remarkable!
It isn’t being marketed as an EV, which is probably a smart way to appeal to those who are often turned off by the word “EV”. We think it’s a refreshing approach. After all, who wouldn’t want EVs to be sold as just regular cars or trucks, known for their superior product and cheaper price?
If it isn’t clear already, we love the Slate pickup truck, and we hope Slate can join Tesla and Rivian as the other pure play EV company that will last for a long time. While the EV market faces significant challenges, Slate’s contrarian approach might be exactly what the industry needs right now – a product that’s affordable, practical, adaptable while still being backed by the financial resources necessary to bring it successfully to market.