Slate Auto is launching an affordable electric vehicle (EV) priced at $20,000 with the assistance of federal tax credits. Backed by tech giants Jeff Bezos and Eric Schmidt, Slate's model is pared down for affordability while allowing customization. Based in Michigan and having operated in stealth mode for three years, the startup is described as rekindling American manufacturing with a comprehensive industrial model. With a unique marketing strategy, the company aims to captivate consumers through unconventional ads on prototype vehicles. Reservations for their vehicles are now open, emphasizing their creative approach unlike traditional automotive unveilings.
When baby drives you crazy, we drive them to sleep," read one ad for a faux company called CryShare, wrapped around a two-door, boxy SUV. The included website, rockabyerides.com, went to a sign-up page that read, "What's a Slate? Be the first to find out."
We want to look at things very differently than what traditional automotive has done and what traditional automotive is providing to a consumer," Barman says.
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