The disruptive Michigan-based startup thinks it can revolutionize entry-level vehicle ownership

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Slate Auto Launches With a $25,000 Electric Pickup Designed to be Customized

The disruptive Michigan-based startup thinks it can revolutionize entry-level vehicle ownership

Evan Orensten

24 April 2025

Dreaming of new car ownership feels increasingly out of reach for many Americans, especially in the current economic environment full of uncertainty, tariffs and rising costs. The electric vehicle market is finally offering customers many options at most price points, though the entry-level is still underserved—there’s only one car currently available under $30,000, the Nissan Leaf (which is made both in American and in Japan). Most EVs are significantly more expensive, leaving a large gap for affordable options. Finding a new car, especially an EV, in the $25,000 price range feels like a distant memory for most shoppers. Slate Auto is on a mission to change that. If federal incentives for American-made EVs stay, this would bring the cost of a new Slate to around $20,000.

On a recent visit to Slate Auto’s new office and design center in Troy, Michigan, we got a firsthand look at a company quietly working to make personalized, affordable electric vehicle ownership a reality. They are producing only one vehicle in a single version—a two seater pickup. Every one produced will be identical, keeping costs down. While that may seem limiting, it was designed from the group up with the intention to offer a range of company-built and third party customization options for both its body and its accessories. Slate will offer very reasonably priced kits to convert the pickup into an SUV (square back or fast back), and a range of accessories can be added as your budget and needs evolve.

The Slate Truck is a simplified EV two seat pickup, offered initially in a single configuration from the factory. It proudly embraces a back-to-basics philosophy with features like steel wheels, crank windows, and HVAC knobs inside, alongside practical elements like a large frunk and a spacious cargo area with a 1400-lb payload.

Knowing that all most people want from tech in their cars is to use the nav, apps and entertainment that’s already on their phone, the dashboard is designed for exactly that with a universal phone mount and USB charging. And if a customer wants to enhance their audio experience the car can easily accommodate additional speakers and screens. A simple vehicle delivered from the factory doesn’t mean a lack of options—Slate is built around the concept of unlimited personalization, powered by DIY and a network of independent local customization shops there to help.

Built for owners to accessibly personalize and upgrade their car over time as they desire and can afford to, the company is offering over 100 accessories (with more certain to come) available individually or bundled, allowing customers to make a Slate their own. This goes beyond mere aesthetics; an accessory SUV kit transforms the pickup into a five seat SUV, complete with a roll cage, and airbags. Owners can choose to perform these transformations themselves or have it done for them using the company’s video-assisted tutorials. The Slate Truck was also designed to be easily wrapped, an affordable way to personalize it. In fact, they soft-launched in LA earlier this week by wrapping two different versions of the Truck and just placing it on the street with humorous wraps.

Slate is implementing a unique service strategy to also keep the cost of ownership in check. DIY service through “Slate University” provides customers with the ability to perform simple repairs themselves through video tutorials and receiving warranty parts directly from the company. For more complex issues, they are building a network of multiple service partners across the country to handle warranty and intricate repairs. This strategy not only benefits the customer by creating a more flexible and customer-friendly approach but also aims to revitalize independent shops by providing new repair opportunities.

The truck includes a standard 52.7-kWh battery pack targeting a 150-mile range, with an option to upgrade to a 84.3-kWh pack targeting 240 miles. It features a single motor, rear-wheel drive and uses a NACS charging port with options to charge overnight on a household outlet to fast-charge to 80% at 120-kW in under 30 minutes. Despite the focus on affordability, Slate is designing the vehicle to achieve top occupant safety ratings, including features like Active Emergency Braking, Forward Collision Warning and up to eight airbags.

Building a new car company from scratch is a significant undertaking, and while details have been kept private, the company’s development indicates it has attracted significant investment and built a team with experience drawn from established automakers and other industries. Slate plans to manufacture the truck at a reindustrialized factory in the U.S. The company, led by CEO Chris Barman, operates with a direct-to-consumer sales model using a third-party logistics partner.

By focusing on radical affordability, accessible personalization and a customer-centric service model, Slate Auto is attempting to buck the trend of high-cost EVs and make new vehicle ownership attainable again, potentially filling a significant gap in the market for an affordable electric option. Refundable vehicle reservations are currently open.