Slate Auto, the Michigan-based electric vehicle startup secretly funded by Jeff Bezos, is preparing to unveil its highly anticipated customizable EV through an unusual marketing strategy involving multiple real-world demonstrations across California.
Over the past few weeks, observers have spotted diverse-looking versions of Slate’s concept vehicles on public streets, a carefully coordinated promotional stunt designed to highlight the vehicle’s adaptability ahead of the company’s official launch event. Scheduled for April 24, the event will take place at Long Beach Airport and marks the startup’s official introduction of what sources familiar with its plans describe as a “Transformer”-inspired platform capable of remarkable personalization.
Slate Auto began operating in 2022 but has largely maintained secrecy around its strategy and funding until recent reports revealed the backing of Bezos and a planned price point of approximately $25,000 for its base model. Trademark filings also indicate Slate will market this base model as the “Blank Slate,” promoting customization under the slogan, “We Built It. You Make It.”
This weekend, Slate displayed a customized version of its concept vehicle in Venice, California, disguised as a two-door SUV for a fictitious company called “Rockabye Rides.” The displayed vehicle closely resembled earlier sightings by residents and users who shared their findings on social media platforms such as Reddit, including images of another model styled as a hatchback, reminiscent of Rivian’s forthcoming R3.
So far, three distinct configurations of Slate’s vehicle have surfaced publicly, underscoring its key selling point: versatility. According to sources, the startup aggressively leveraged this adaptability, employing a dramatic “before and after” presentation to persuade prospective investors during last year’s Series B fundraising round, which ultimately secured well over $100 million. As part of these demonstrations, Slate reportedly showcased a standard-looking vehicle to investors, then rapidly transformed it in a separate room, surprising potential backers with the dramatic quick-change.
The convincing pitch appears to have successfully attracted prominent figures, including Mark Walter, CEO of Guggenheim Partners and controlling owner of the Los Angeles Dodgers, who reportedly participated in the Series B investment and took a position on Slate’s board.
Slate representatives have so far declined to comment publicly about the leaked details or images. Additionally, the interior design and technical specifications of the vehicle remain tightly under wraps ahead of the April 24 event. Auto journalists who have received briefings ahead of the launch have been asked to sign stringent non-disclosure agreements.
However, those who have encountered the vehicle up close suggest it is groundbreaking. One automotive journalist described it as “unlike anything” they’ve experienced in over a decade covering the industry, adding further intrigue leading up to Slate Auto’s official public debut later this week.
