Slate Auto, an electric vehicle startup backed by Amazon founder Jeff Bezos, has begun teasing its first product by discreetly placing multiple concept versions of its vehicle on California streets, according to individuals familiar with the company’s internal plans. The strategy, days ahead of its official unveiling on April 24 at Long Beach Airport, is part of a marketing push to highlight the vehicle’s modular, customizable nature.
Founded in 2022 and headquartered in Michigan, Slate Auto has maintained a low public profile until recently, when reports surfaced revealing Bezos’ investment and the company’s goal to sell a highly configurable EV priced around $25,000. The base model is reportedly called the “Blank Slate,” with a focus on user customization. Slate has also applied for trademarks including the tagline, “We Built It. You Make It.”
Over the past weekend, at least three distinct versions of the concept vehicle appeared in Venice and Long Beach, wrapped in fictional company branding. One version appeared as a two-door SUV, while another had the form of a hatchback, resembling Rivian’s upcoming R3. All appear to be built on a common platform, suggesting Slate is aiming to offer a “Transformer”-like experience, allowing for dramatic alterations to the vehicle’s form.
The startup reportedly emphasized this adaptability to investors during fundraising rounds, demonstrating how the same vehicle could be quickly modified to showcase its flexibility. These efforts helped secure more than $100 million in funding, with high-profile figures such as Guggenheim Partners CEO Mark Walter joining the company’s board.
While technical specifications remain under wraps, the public debut on April 24 is expected to offer more insights. The company has briefed automotive journalists under strict non-disclosure agreements, but early impressions suggest the Slate EV could offer a highly novel approach to vehicle design and personalization.