Highly anticipated: A new player in the American automotive industry is making waves with a radically different approach to vehicle design, manufacturing, and ownership. Slate Auto, a Michigan-based startup, is preparing to launch its first product: the Slate Truck. This compact, electric pickup challenges many conventions that have come to define modern vehicles.

The Slate Truck stands out for its simplicity and affordability, aiming to deliver a no-frills driving experience at a price point well below the market average for electric vehicles. With a target price under $20,000 after federal incentives, the two-seater is positioned as an alternative to the current crop of electric vehicles.

The company’s leadership, including CEO Chris Barman, has been vocal about its mission to redefine what “affordable” means in the context of American car ownership, promising to deliver the kind of low-cost vehicle that has long been discussed but rarely materialized.

Slate’s design philosophy is equally unconventional. The company’s head of design, Tisha Johnson, describes the inspiration as a “battle-scarred shark,” a motif that embraces visible wear and tear rather than hiding it.

The truck’s body panels are made from injection-molded polypropylene composite, a durable, unpainted plastic that resists scratches and dings, reducing costs and simplifying production. This approach harks back to the Saturn cars of the 1990s, whose plastic panels never quite caught on, but Slate is betting that today’s drivers will appreciate the rugged, utilitarian aesthetic.

Customization is central to the Slate Truck’s identity. While it will be offered in just one color, the company encourages owners to personalize their vehicles with vinyl wraps and add-on kits. The truck’s simple shape and minimal trim make it easy for even novices to apply new looks at home.

Slate plans to offer do-it-yourself kits for these modifications, allowing owners to change the truck’s appearance as often as they like. Beyond aesthetics, the company will sell upgrade kits to convert the truck into an SUV, adding extra seating and safety features that meet federal crash standards.

Underpinning these design choices is a manufacturing process that strips away much of the complexity and cost associated with traditional auto production. Slate can assemble vehicles in a smaller, more efficient factory near Indiana by eliminating paint shops and metal stamping.

Most of the supply chain is based in the United States, further streamlining logistics. The company will produce just one version of the truck, with all options and upgrades handled after the fact. It’s a strategy that Slate’s chief commercial officer, Jeremy Snyder, says removes nearly all complexity from the factory floor.

This lean approach is also a key part of Slate’s business model. Snyder claims the company will reach cash flow positivity shortly after production begins, making it less reliant on outside investment than typical electric vehicle startups.

This financial prudence has attracted high-profile backers, including Amazon founder Jeff Bezos, although Slate has clarified that it has no direct connection to Amazon.

Inside, the Slate Truck is as minimalistic as its exterior suggests. There is no touchscreen, radio, or Bluetooth – just a small display behind the steering wheel for essential information, and a phone mount on the dashboard.

The absence of a built-in entertainment system is intentional, with Slate citing industry data that points to infotainment systems as a leading source of warranty claims. Instead, the company has designed the interior to be easily upgradable, inviting owners to install audio or media solutions.

Despite the stripped-down approach, safety remains a priority. The truck will be equipped with a suite of active safety features, including automatic emergency braking with pedestrian detection and automatic high beams.

The company is targeting top safety ratings from the federal government and the Insurance Institute for Highway Safety.

Slate also embraces the right-to-repair movement by making maintenance as accessible as possible. Owners will be encouraged to perform routine service and even warranty repairs, supported by a program called Slate University, which will offer instructional videos and a helpline.

For those less inclined to DIY, Slate has partnered with nationwide service centers to provide professional support and handle upgrades, such as installing an extended-range battery to boost the truck’s range to 240 miles.

Regarding sales, Slate is following the direct-to-consumer model popularized by Tesla. There will be no traditional dealership network; customers can preorder the truck online for a $50 deposit and pick up their vehicles at regional centers or opt for home delivery at an additional cost.

The first Slate Truck deliveries are expected in late 2026.