Slate, a low-profile electric vehicle (EV) startup headquartered in Michigan, is making waves with their new approach to the EV space. Funded by the likes of Jeff Bezos’ family office, the company is positioning itself to shake up the marketplace. It hopes to do this through fresh approaches and experienced guidance. Slate has a much larger, amenable staff and deep-pocketed corporate support. They hope to have a two-seat electric pickup truck in production by late 2026, with a competitive price of under $25,000.
Founded as a project called Re:Car in early 2022 within Re:Build Manufacturing, Slate has rapidly evolved into a promising player in the EV landscape. Re:Build Manufacturing, co-founded by Jeff Wilke and Miles Arnone, serves as an incubator for domestic manufacturing initiatives. Bezos’ family office, of course, provides Slate a very strong lender, or rather supporter. This investment lays the groundwork for Slate to carve out a distinctive niche within the expanding EV landscape.
Leadership and Team
Slate’s executive leadership team is composed of industry veterans from some of the largest and most well-respected automotive manufacturers in the world. Rodney Copes, who honed his skills for two decades at Harley-Davidson, is now the executive chairman. His depth of knowledge in the motorcycle industry will be key in defining Slate’s vision and strategy.
Christine, as CEO, is another accomplished professional with deep ties to Chrysler. Her past experience and understanding of the automotive industry make her uniquely qualified to guide Slate through its research and development stages. Copes and Barman have hit the ground running, aggressively bringing in top talent from enemy lines, namely Harley-Davidson and Stellantis. This incredibly talented team is doing amazing things to diversify storytelling and representation at Slate.
The startup has recruited Academy Award winners and former Amazon executives to shape its immersive, digital, e-commerce and automotive experiences. This tactical decision is a further sign that strategic innovation with technology is an important part of Slate’s operating model.
“We seek an enthusiastic, experienced Leader of Slate University to build and lead our game-changing approach to open-source content for customers to enhance their ownership experience,” – Job listing
Financial Backing and Growth
Slate also successfully closed a Series B funding round late last year. With this latest milestone, a huge positive step in the company’s growth trajectory. The firm clinched no less than $111 million throughout a Sequence A round in 2023. This round included contributions from notable figures such as Diego Piacentini, a former Amazon executive whose involvement highlights the startup’s potential.
Bezos’ family office and other investors so that Slate’s got plenty of financial backing. This backing allows Slate to focus on their artistic and developmental mission, without the short term pressure. Those investors had the chance to view Slate’s proof-of-concept vehicle as it was recently unveiled at a design studio in Long Beach, California. For Rare’s community of dedicated practitioners and supporters, this unveiling represents the company’s evolution and journey, as well as its commitment to transparency and innovation.
“As the Lead, you will drive the strategy and ecosystem development for the educational content and delivery for Slate shoppers, customers, technicians, and partners.” – Job listing
Product Plans and Market Strategy
Slate is set to revolutionize the EV market with plans to launch its two-seat electric pickup truck by late 2026. The company plans to bring this vehicle to market at a sub-$25,000 price point. This pricing approach appeals to a large, primarily price-sensitive consumer market that seeks economical electric transportation alternatives.
Even selling low-cost trucks Slate expects to make only slim margins. To supplement their base income, they aim to develop a secondary line of accessories and apparel. This strategy goes a long way toward improving customer experiences and it cultivates brand loyalty with consumers.
According to one of the founders, building a community supporting their products will be critical to their long-term success. As a result, they are highly competitive for leadership roles focused on developing high-impact customer content, creating and curating immersive experiences for consumers.
“Must love cars! You’ll be thinking about cars all day every day, and it’s the most fun when you love cars.” – Job listing for a head of PR and communications
Slate isn’t stopping at their own vehicles. They’ve got electric wheels on the agenda—they’re furiously pursuing opportunities in the electric mobility realm, as well as creating adjunct accessories, apparel and merchandise. This rich and varied product line is designed to appeal to a broader audience and cultivate an expanding ecosystem that will improve customer ownership experiences.
“WE BUILT IT. YOU MAKE IT.” – Slate’s trademark filing
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