Slate teases $25K EV with marketing stunt ahead of April 24 reveal

Slate Auto, a mysterious EV startup rumored to have Jeff Bezos’s backing, is causing a stir with a unique marketing campaign ahead of its official unveiling on April 24. The company has been placing bizarrely camouflaged “prototypes” around Los Angeles, wrapped in parody business ads that have captured the attention of Reddit, TikTok, and automotive enthusiasts.

The vehicles, which resemble a blend of Range Rover Classic and Jeep Renegade designs, have been spotted in Venice, California. They include a stubby SUV wrapped in branding for a fake company called “CryShare” and another with branding for a fictional feline therapy firm. These vehicles are not functional prototypes but rather design mock-ups intended to generate buzz before the big reveal.

According to reports, Slate Auto has been working on this project since 2022 as a spinout of Re:Build Manufacturing. Their goal is to offer a modular, two-seat electric pickup truck priced at $25,000, with production expected to start in late 2026. Unlike other electric car companies, Slate aims to prioritize affordability and customization, allowing customers to upgrade their vehicles over time with modular features.

The tagline for Slate Auto’s approach is “We built it. You make it.” This philosophy aligns with their plan to offer customizable options for performance, technology, and lifestyle enhancements, similar to a LEGO kit for adults.

On April 24, the world will finally get a closer look at what Slate Auto has to offer. But one thing is certain: their unconventional marketing tactics have already made a lasting impression in the automotive industry.