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.
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