A Jeff Bezos-backed startup, Slate Auto, has recently unveiled a strikingly retro electric pickup truck designed to offer an incredibly affordable alternative to traditional American pickups. The vehicle, showcased on X (formerly Twitter), is priced significantly lower than the average new American pickup truck, roughly half the cost, making it a compelling option for consumers seeking a budget-friendly EV. However, it’s important to note that this radical approach comes with certain compromises. Slate Auto acknowledges these limitations upfront, stating, "The people spoke. We built."

The company’s mission is to deliver a fundamentally simple and remarkably affordable electric vehicle, prioritizing accessibility over advanced features. The vehicle’s design draws inspiration from the iconic 1980s Toyota Hilux, reflecting a deliberate aesthetic choice that emphasizes durability and a classic, utilitarian appeal. The core of the Slate’s appeal lies in its drastically reduced price point, targeting a market segment underserved by current electric truck offerings. Slate Auto’s website highlights the vehicle’s adaptability, stating it "can change into whatever you need it to be — even an SUV," showcasing its modular design and customizable capabilities. Slate Auto emphasizes the vehicle’s "Made in the USA" production, reinforcing its commitment to domestic manufacturing and supporting American jobs. This focus on affordability and domestic production is a key differentiator in a market dominated by larger, more expensive electric truck manufacturers. Slate Auto’s vehicle is best viewed as a fun, nimble urban runaround rather than a serious workhorse. The company’s strategic positioning acknowledges this reality, focusing on providing a unique and accessible entry point into the electric vehicle market.

Slate Auto’s vehicle’s size, at 14.5 feet, aligns with the compact design of classic Japanese pickup trucks, mirroring the functionality and charm of vehicles frequently imported from Japan for everyday use. The company’s overall message is clear: offering a straightforward, affordable EV experience for those seeking a simpler alternative to the increasingly complex and expensive options currently available. Ultimately, Slate Auto’s approach represents a bold challenge to the established norms of the electric truck industry, prioritizing value and accessibility above all else. While the initial range of 150 miles is relatively modest, Slate Auto offers an extended-range battery pack that boosts the range up to 240 miles, though it’s crucial to recognize that this vehicle isn’t intended for heavy-duty work. For serious towing and hauling operations, consumers will likely still turn to established players like Tesla with the CyberTruck, Rivian with its robust electric truck, or traditional diesel-powered trucks from Dodge, Ford, and Chevy, which are better suited for demanding long-haul applications.