In anticipation of its upcoming launch event, the innovative automotive startup Slate Auto has strategically deployed several concept versions of its electric vehicle (EV) across California. This marketing maneuver serves to hint at the company’s ambitious plan to introduce a highly customizable vehicle, reminiscent of the “Transformer” concept. This approach comes just days before the scheduled unveiling event on April 24 at Long Beach Airport.
Founded in 2022 in Michigan, Slate Auto has maintained a low profile until recently. A report unveiled the backing of Jeff Bezos and disclosed plans to offer its base EV model—dubbed the “Blank Slate”—at an approximate price of $25,000. The vehicle encourages owners to personalize it extensively, with the company filing a trademark for the phrase: “We Built It. You Make It.”
Recently, sightings of Slate’s concept vehicle have been reported in Venice, California, and on social media platforms. Observers noted the vehicle’s chameleon-like design, appearing in various guises such as a two-door SUV and a hatchback, signaling its versatility. Each version is wrapped in promotional material for a fictitious business named “Rockabye Rides,” which links to a countdown website for Slate’s upcoming event.
This adaptability of the Slate truck is a core aspect of the company’s pitch to investors, having already secured over $100 million in funding. The company’s leadership utilized the “Transformer” analogy to attract investment, orchestrating presentations where prospective investors witnessed the vehicle’s rapid transformation capabilities firsthand. This strategy proved effective, with notable figures such as Guggenheim Partners CEO Mark Walter reportedly participating in the investment round and joining Slate’s board.
While external images of Slate’s truck have surfaced, the interior and technical specifications remain undisclosed. The company has engaged automotive journalists under strict non-disclosure agreements ahead of the launch event. Although specific details are not yet public, early descriptions suggest that the Slate truck could represent a groundbreaking development in the automotive industry, unlike anything previously seen.