It’s looking like the utilitarian Slate EV pickup truck has struck a chord.
The Michigan-based Slate Auto, backed by Jeff Bezos, says more than 100,000 people have reserved one of its low-frills electric trucks in the three weeks since it launched.
Those numbers aren’t bad, especially for a fledgling company with little brand awareness.
By comparison, Tesla’s blockbuster Cybertruck launch in 2019 nabbed 250,000 reservations in less than a week (five years later, around 50,000 have been delivered, according to a March 20 recall filing), and Rivian reportedly pulled in more than 68,000 reservations in the first 24 hours after announcing the new R2 last year.
Slate’s ultra-customizable electric trucks are expected to start at $25,000 for models that eschew such niceties as power windows, a radio, and an entertainment system, with possible EV tax credits bringing the final cost to below $20,000. Deliveries are expected to begin in late 2026.
Slate’s more traditional, minimalist truck design, specs, and low price have some calling it the “anti-Cybertruck,” and other automakers are also betting that car buyers are looking for something more practical — and affordable — than Tesla’s sci-fi-inspired pickup.
Look no further than the new (and rather awkwardly named) ID.EVERY1, a $22,500 hatchback from Rivian and VW, which aims to prove that EVs can be both cheap and high-tech. The EV is expected to go on sale in Europe by 2027. The company hasn’t said if a US launch is planned.
“We would like to enable choice for customers, but without such severe compromise in terms of the overall experience,” Rivian’s Wassym Bensaid told Business Insider.
Tesla, meanwhile, is working ahead on “more affordable” models of its cars, which it recently said are on track to be announced in the first half of this year.
While Slate’s 100,000 reservations indicate healthy interest in the lower-cost pickup, it’s important to note that refundable reservations often don’t translate 1:1 into sales, and final pricing for Slate’s truck has yet to be announced.
However, CEO Chris Barman said last month that there are a lot of people out there like her who are nostalgic for a simpler way to haul themselves and their stuff around.
“My first car was a 1984 Ford Ranger pickup, with a five-speed manual, manual windows, and no air conditioning,” Barman said. “It was basic transportation, but I loved the freedom it gave me to go places and do things.”
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