Slate Auto, a new electric vehicle startup, unveiled its first vehicle at a high-profile event on Thursday, making a bold entrance with a pickup truck that offers a clear alternative to Tesla’s Cybertruck. Known as the Slate Truck, this compact electric pickup delivers 150 miles of range per charge and comes with a range of customization options. The standout feature, however, is its price—starting at just $20,000 after federal tax incentives.
If the Cybertruck is the most attention-grabbing and divisive truck on the market, the Slate Truck is its complete opposite. This compact, two-door pickup sticks to a classic design, forgoing high-tech extras like an infotainment system or autonomous driving features.
In fact, the Slate Truck skips the infotainment system entirely—drivers simply connect their phones via Bluetooth for audio—and it features crank windows, steel wheels, and physical HVAC knobs. These old-school touches may appeal to drivers who prefer tactile controls over touchscreens and don’t mind relying on Bluetooth for music instead of navigating a complex, potentially privacy-invasive infotainment setup.
The Slate Truck’s defining feature is hinted at in its name—“Slate.” Designed to be a blank canvas, the vehicle is built with customization in mind. Every model rolls off the production line in the same base configuration, but modular flat-pack kits allow owners to transform the simple two-seat pickup into a five-seat SUV, swapping out the truck bed if it’s not needed. Customers can handle the retrofitting themselves or work with soon-to-be-announced national partners who will offer service and installation. Think of it like the Framework laptop, but for vehicles—or perhaps a Pebble: minimalist, practical, and made for those who just want the essentials.
Slate has reportedly raised over $100 million in funding, with backing from major investors including Jeff Bezos, who previously invested heavily in Rivian while leading Amazon. While some buyers may be put off by Bezos’ involvement due to political associations, most consumers prioritize value—especially in an industry where profitability hinges on scale and surviving the long ramp-up period. Backers like Bezos may be crucial for Slate’s long-term viability in a sector where startups like Fisker and Lordstown Motors have burned through billions only to collapse.
Critics of the Cybertruck, often pointing to its polarizing design, steep price tag, and Elon Musk’s controversial persona, argue that Tesla failed to deliver on its early promises. The much-touted $39,000 base model never materialized—instead, the starting price landed at $62,000 for a stripped-down version. That price point, combined with features like rapid acceleration that many work-truck buyers don’t prioritize, has limited its appeal. Tesla moved just over 6,000 Cybertrucks in the first quarter of the year—a sharp decline from the 12,000 units sold at the end of 2024.
The success of the Ford Maverick and the cult status of Japan’s Kei trucks point to a potential market for small, affordable, and lightweight pickups. Still, America’s love affair with large vehicles remains strong—most automakers have phased out small sedans in favor of compact SUVs, and the Ford F-150 continues to dominate as the best-selling truck in the country. Meanwhile, electric work vehicles like the Rivian R1T, Ford F-150 Lightning, and Ford E-Transit Cargo remain pricey for what they deliver. A significantly lower price point, like that of the Slate Truck, could help ease concerns about limited range and make EVs more accessible to practical-minded buyers.
To be fair to Tesla, the Slate Truck is still about two years away from entering production, and whether Slate can truly deliver on its $20,000 price promise remains to be seen. That figure includes federal EV tax incentives, which could be scaled back or eliminated by the current administration. Plus, batteries—the most expensive part of any EV—typically account for around 40% of the vehicle’s total cost. For example, the battery in a Tesla Model Y is estimated to cost between $10,000 and $11,000 alone. With China tightening exports of rare earth metals used in many battery chemistries, U.S. automakers may be forced to seek alternative materials or redesign their batteries altogether. The Slate Truck’s aggressive pricing also raises concerns about whether its battery will include the necessary thermal management systems to prevent overheating or cold-weather performance issues.
Another looming question is whether the Slate Truck will still be competitive by the time it hits the market, especially with Rivian and other automakers planning to roll out more affordable EVs over the next two years.
For many, the Slate Truck is exactly what they’ve been asking for in an electric workhorse. Truck designs have evolved over time to reach their current form, so why not take a proven design and adapt it for the electric age? This is what many hoped for with the Cybertruck, and it’s a need that Slate seems to be addressing. With a 0-60mph time of 8 seconds and a top speed of 90mph, the Slate Truck isn’t built for speed but rather as a practical daily driver or fleet vehicle, where regular overnight charging is part of the routine.
Soon, we’ll find out if those demanding a no-frills, affordable EV are ready to back up their words with their wallets.
