Key Facts
- ✓ Slate's base electric truck is priced in the mid-$20,000s and lacks screens, stereos, and power windows.
- ✓ The startup has received over 150,000 refundable reservations for the truck.
- ✓ Production of the Slate truck is scheduled to begin in 2026.
- ✓ The design includes crank windows to enhance durability and longevity.
- ✓ Slate is backed by Jeff Bezos and unveiled the truck in April.
Quick Summary
Slate, a Jeff Bezos-backed EV startup, unveiled its affordable electric truck in April, featuring a minimalist base model priced in the mid-$20,000s.
The two-seater lacks screens, stereos, and power windows, emphasizing manual controls to attract drivers weary of digital complexities.
Tisha Johnson, head of design, stated that consumers question paying for unused features in overstuffed vehicles.
The approach reduces costs and promotes functionality, with optional add-ons available.
Amid industry trends like Jeep's software glitches and Tesla's door handle issues, Slate's bet on simplicity has drawn significant interest, including over 150,000 refundable reservations.
However, the removal of the federal $7,500 EV tax credit poses challenges, adjusting the effective pricing.
Production is slated for 2026, positioning the truck as a durable, family-heirloom vehicle with crank windows for longevity.
As larger EV trucks like Tesla's Cybertruck struggle with sales, Slate's compact design inspires competitors like Ford and Toyota to enter the midsize market.
Slate's Minimalist Design Philosophy
Slate introduced its electric truck with a focus on simplicity, stripping away features common in modern vehicles to keep costs low and appeal broad.
The base version, a two-seater priced in the mid-$20,000s, excludes infotainment screens, speaker systems, and power windows, relying instead on manual controls.
Tisha Johnson, who joined the company in 2022 as head of design, explained that the design targets drivers frustrated by confusing digital interfaces and unnecessary additions.
Buyers can customize by adding screens, radios, or other options through Slate's personalization system, but the core model prioritizes essential functionality.
Johnson highlighted that the cabin avoids clutter, providing only audio alerts necessary for safe driving.
"People recognize that they don't use half of what is afforded in the vehicle. And then they ask, openly they ask, 'So why am I paying for this?'"
— Tisha Johnson, Head of Design at Slate
Industry Shift Away from Digital Overload
Automakers increasingly adopt software-defined vehicles, replacing physical buttons with touchscreens and complex systems, leading to customer dissatisfaction.
In February, Jeep owners reported full-screen pop-up ads on central displays, attributed to a temporary software glitch by the carmaker.
Tesla has encountered criticism for its electronic door handles, which rivals have copied; lawsuits claim the handles fail during low-voltage battery issues, hindering emergency evacuations.
Some leaders acknowledge the overreach: In March, Andreas Mindt, Volkswagen's design chief, announced plans to reinstate manual buttons, calling screen-based controls a mistake and emphasizing that a car is not a phone.
Johnson noted consumers have reached a tipping point with features like gesture controls and G-force meters, questioning their value.
Broader Consumer Frustrations
The push for digital integration has created speedbumps in user experience, with many preferring uncomplicated operation over advanced tech.
- Elimination of manual controls in favor of screens
- Complex infotainment systems causing distractions
- Backlash against unreliable software features
Slate's Reception and Market Challenges
The truck generated buzz upon unveiling in April, emerging from stealth mode to attract widespread attention.
In December, CEO Chris Barman reported more than 150,000 refundable reservations, signaling strong early demand for the minimalist EV.
However, Slate faces hurdles like other EV makers: The federal $7,500 tax credit for new electric vehicles was removed, prompting the company to adjust pricing language on its website in July, dropping references to starting under $20,000 after incentives.
EV sales have declined sharply post-credit removal, with manufacturers adapting to slower-than-expected demand growth over the coming years.
Slate's production begins in 2026, entering a competitive landscape where electric trucks must differentiate amid economic pressures.
Focus on Durability and Market Influence
Slate emphasizes building a robust vehicle intended for long-term ownership, positioning it as a collector's item passable through families.
Features like crank windows provide mechanical touchpoints designed to endure years of use, avoiding electronic vulnerabilities.
The U.S. market remains dominated by large, gas-powered pickups, where EVs like Tesla's Cybertruck and Ford's F-150 Lightning sold only 16,000 and 23,000 units, respectively, in the first nine months of the year.
Slate's compact, affordable approach breaks the mold, influencing others: Ford plans a midsize $30,000 electric truck on its new EV platform in 2027, while Toyota considers a compact pickup for the U.S.
Johnson views this as validation, stating the industry has a void for smaller pickups that Slate is filling.
Long-Term Vision
By stimulating change, Slate addresses broader automotive challenges, proving minimalism can drive innovation in a stagnant segment.
The strategy not only cuts costs but fosters a vehicle that remains relevant and repairable over decades.
"We do not have a speaker system in the vehicle. We have just what you need to hear alerts and to interact with the vehicle in a mode that is good for driving, and from there you can add on if you want to."
— Tisha Johnson, Head of Design at Slate
"It's as much what you have as what you don't have when you get inside the cabin of the Slate. So it's not corrupted with a bunch of screens that are useless to people."
— Tisha Johnson, Head of Design at Slate
"Placing key controls on a screen was a mistake... it's not a phone: it's a car."
— Andreas Mindt, Design Chief at Volkswagen
"We want the vehicle to be very robust. We want people to be able to own it or pass it on for many years. So you have to have enough touch points that are mechanical, that are going to withstand years of interaction."
— Tisha Johnson, Head of Design at Slate
"If we're stimulating the industry to do things differently, then we're doing the right thing, because the problem is an industry problem. There's a void in the market."
— Tisha Johnson, Head of Design at Slate
