Slate Auto Rumored to Produce a $25k EV Truck, Backed by Jeff Bezos

On April 8, 2025, TechCrunch revealed that Jeff Bezos is funding a stealthy electric vehicle (EV) startup based in Michigan, called Slate Auto. The startup, which has been quietly working behind the scenes since its founding in 2022, is targeting a bold goal: to produce an affordable, two-seat electric pickup truck priced at around $25,000, with production possibly beginning as soon as 2026. The company has already raised millions, attracted notable investors, and is quietly shaping up to disrupt the automotive landscape.

A Quiet Start with Big Backers

While Slate’s exact origins are shrouded in secrecy, one thing is clear: Bezos has played a central role in the company’s financing. TechCrunch reports that Slate raised at least $111 million in a Series A round in 2023, with Bezos’ family office involved. The company also closed a Series B round late last year, though it hasn’t yet filed the paperwork with the SEC.

In addition to Bezos’ backing, the startup attracted investments from Mark Walter, CEO of Guggenheim Partners and owner of the LA Dodgers, and Thomas Tull, a lead investor in Re:Build Manufacturing. Both investors have also joined Slate’s board of directors, hinting at their involvement in the company’s ongoing efforts.

No images of any Slate prototypes are publicly available to our knowledge. We AI-generated the image above using Google Gemini. It is pure conjecture, not based on an actual Slate EV truck prototype.

Slate’s Bold Vision: A Low-Cost EV Pickup Truck

Slate’s ambition is clear: to create an affordable electric pickup truck that will appeal to a broad audience, not just early adopters with deep pockets. The company’s leaders have referenced iconic vehicles like the Ford Model T and the Volkswagen Beetle as inspiration for their vision of a mass-market, entry-level EV.

Unlike many EV startups that have focused on high-end, luxury vehicles with premium price tags, Slate aims to create an affordable truck that people can make their own. With a price tag expected to hover around $25,000, the company intends to build a vehicle that can be personalized over time, allowing buyers to upgrade and customize their trucks as they see fit.

The company plans to subsidize the low margins on its truck with a range of high-margin accessories and apparel, similar to strategies used by companies like Harley-Davidson and Stellantis. These offerings will include everything from utility parts to lifestyle accessories, all designed to enhance the ownership experience.

Bezos and Amazon’s DNA at Slate

Slate Auto is deeply connected to Amazon. It was born out of Re:Car, an initiative within Re:Build Manufacturing that was co-founded by former Amazon Consumer CEO Jeff Wilke. Many of the key people involved in Re:Build and Slate have extensive experience at Amazon, and the company’s approach to digital and e-commerce strategies shows clear ties to the retail giant.

Slate’s original name was a nod to Amazon’s penchant for the “re:” prefix used in events like re:MARS and re:Invent. Diego Piacentini, a former Amazon executive, is involved in the project, further cementing Slate’s Amazon connection.

Though Bezos has invested in over 30 companies across a wide range of sectors—including AI, robotics, and defense—Slate represents one of his most direct investments in the electric vehicle sector. However, sources familiar with the company’s operations suggest that Bezos has remained largely hands-off, with his family office playing a behind-the-scenes role in the startup’s development.

A Unique Approach to EV Manufacturing

Slate’s approach to building an EV is markedly different from many of the startups that have come before it. While most EV companies—like Rivian, and Lucid—have started by targeting high-end consumers, Slate is aiming for a broader market by offering an affordable entry-level electric truck.

Additionally, Slate appears to be bucking the trend of placing a charismatic CEO-founder at the helm of the company. Instead, the CEO is Christine Barman, a longtime Chrysler veteran with over two decades of experience in the automotive industry. She’s held various senior positions at Chrysler, including overseeing the integration of Android Automotive and collaborating with Waymo on autonomous vehicle projects. Her extensive background in traditional automaking contrasts with the typical profiles of many EV startup leaders.

Slate’s leadership also includes people with experience at companies like Harley-Davidson, Rivian, and Stellantis—bringing an additional layer of expertise to the startup as it navigates the complex world of electric vehicles and accessories.

Slate’s Future: Production, Customization, and Beyond

The company has already made strides in its efforts to get its truck to market. News reports say it plans to begin production in late 2026, with a manufacturing facility potentially located near Indianapolis, Indiana. While it’s not yet clear whether Slate will buy an existing factory or build one from scratch, it’s evident that the company is preparing to ramp up its operations.

Slate is also planning a unique customer experience that centers around personalization and customization. In March 2025, the company filed for a trademark on the phrase “WE BUILT IT. YOU MAKE IT,” which could encompass a wide range of products and services, from vehicle accessories to tech upgrades.

In addition to vehicle customization, Slate is exploring educational content for customers through a program called “Slate University,” which would teach owners how to modify and maintain their vehicles over time.

A Challenging EV Market

Slate Auto is entering a challenging market, as the rapid growth of the EV sector has faced a sales growth slowdown in recent years. Sales continue to grow, just more slowly than several years ago. Several EV startups such as Fisker have folded, and companies like Rivian and Lucid Motors have struggled to stay afloat at times. Yet Slate’s strategy of combining low-margin vehicles with higher-margin accessories gives it a potentially unique edge in this space.

With deep pockets, a clear vision, and a leadership team that blends experience from traditional automakers with an understanding of the digital landscape, Slate is one to watch. While its future remains uncertain, its approach offers a fresh take on the electric vehicle industry, one that could pave the way for a new kind of EV startup in the years to come.

Stay tuned as we continue to follow the developments at Slate Auto and explore the broader EV landscape at EVinfo.net. Follow me on LinkedIn. EVinfo.net offers sponsored articles, interviews, marketing services and more to the EV industry.