A secretive automotive startup called Slate has revealed a driveable prototype of its minimalist electric pickup truck, a project that has attracted investment from Amazon founder Jeff Bezos. The company is betting that a radically simplified, low-cost vehicle can succeed by allowing owners to extensively customise it with add-ons.
The truck is designed as a "blank slate," with far fewer parts than traditional vehicles and manual features like crank windows. Slate aims to sell the base model for around $25,000, positioning it as an affordable and adaptable alternative in a market where the average new car price exceeds $50,000.
A Vehicle Built for Customisation
The truck's name is a play on the concept of a "blank slate." It comes standard in slate grey, but owners can apply vinyl wraps to individual body panels. The prototype shown in a New York City warehouse featured a blue finish with a white roof and orange rims.
"It's just a vehicle right now that you're able to make it own," said Gus Bizyk, Slate's head of exterior design. The company plans to sell accessories like a second-row bench seat and bed caps that can convert the pickup into an SUV, with the SUV package expected to cost approximately $5,000.
Simplified Construction and Supply Chain
Slate claims its design philosophy of using fewer components makes the vehicle simpler and cheaper to manufacture. "Reducing parts makes it simpler to build," Bizyk added. "There are fewer threads to pull."
The truck is assembled in a small factory in Indiana using a mix of human and robotic labour, with its battery sourced in the United States. Jeff Jablansky, Slate's head of communications, stated this domestic focus insulates the company from tariffs and that the federal EV tax credit was not part of its business plan.
Leadership Change Ahead of Launch
The reveal follows a recent change in leadership. In March 2026, Slate appointed Peter Faricy, a former Amazon Marketplace executive, as its new CEO. He replaced Christine Barman, who had been CEO since May 2022 and became the public face of the company; she has moved into the role of President of Vehicles.
The company framed the shift as an expansion of its leadership team, with Jablansky noting Faricy's decade of experience building Amazon's accessory marketplace is highly relevant to Slate's customisation strategy.
Launching into a Cooling EV Market
Slate is entering the market during a period of cooling demand for electric vehicles in the US, though some automakers report renewed interest in newer models. The company, however, is downplaying the truck's electric drivetrain as a primary selling point.
"The fact that it's electric is almost an afterthought; it's the least interesting thing because of how cool the product is, just on its own," said Aaron Gould, Slate's head of interior design. "People are really looking for an affordable and adaptable vehicle."
While a final price has not been set, the company confirms it is still targeting the mid-$20,000 range for the base truck, with a formal pricing announcement expected this summer. When asked how it compares to affordable gas-powered pickups like the Ford Maverick, Bizyk responded, "I wouldn't even think of comparing them," underscoring Slate's strategy to create a new, customisable category rather than compete directly on traditional terms.