The Article Tells The Story of the Secret EV Startup:
- Jeff Bezos secretly backs a Michigan-based EV startup, Slate Auto, aiming to shake up the market.
- The company plans a $25K electric pickup to rival Tesla’s strategy.
- Slate has quietly raised millions and hired top auto talent from Ford, GM, and Harley-Davidson.
- Production could begin by 2026—will this disrupt the entire EV game?
Bezos Backs Slate Auto: A New Player in the EV Market
Jeff Bezos is investing in a new electric vehicle (EV) startup named Slate Auto. Based in Troy, Michigan, Slate Auto is developing a two-seat electric pickup truck priced around $25,000. The company operates under the umbrella of Re:Build Manufacturing, co-founded by former Amazon executive Jeff Wilke. Slate Auto has secured at least $111 million in Series A funding, with Bezos among the investors. Other notable backers include Mark Walter, owner of the LA Dodgers, and Thomas Tull, a lead investor in Re:Build Manufacturing.
The startup has recruited talent from established automotive companies such as Ford, General Motors, Stellantis, and Harley-Davidson. Its CEO, Christine Barman, brings over two decades of experience from Chrysler, where she worked on models like the Chrysler 300 and Jeep Cherokee.
Targeting Affordability and Customization
Slate Auto’s primary goal is to produce an affordable electric pickup truck, drawing inspiration from historical models like the Ford Model T and Volkswagen Beetle. The company plans to supplement vehicle sales with a range of accessories and apparel, allowing owners to personalize their vehicles over time. This strategy mirrors approaches taken by companies like Harley-Davidson and Stellantis, which have successfully leveraged ancillary products to enhance customer engagement and revenue.
The startup has filed a trademark for the phrase “WE BUILT IT. YOU MAKE IT,” indicating a focus on customer-driven customization. Job listings suggest the development of “Slate University,” an initiative aimed at educating customers on vehicle maintenance and customization options.
Production Plans and Industry Context
Slate Auto aims to commence production by late 2026, potentially at a facility near Indianapolis, Indiana. The company has yet to disclose whether it will build a new factory or repurpose an existing one. This timeline positions Slate Auto to enter the market during a period of significant transformation within the automotive industry, as established manufacturers and startups alike navigate the shift toward electric vehicles.
While many EV startups have focused on high-end models to establish brand presence, Slate Auto is taking a different approach by targeting entry-level consumers with its affordable pickup truck. This strategy could position the company to capture a segment of the market that remains underserved by current EV offerings.
Stay Updated: Tech News – Money Talks
