In a bold pre-launch marketing move, Slate Auto, a Michigan-based EV startup backed by Jeff Bezos, is turning heads across California with a mysterious “Transformer”-like vehicle. Multiple disguised concept versions of the vehicle have appeared in public, hinting at the brand’s futuristic ambitions—and its unique sales strategy.
Just days before its official unveiling on April 24 at Long Beach Airport, these real-world sightings are building anticipation. The startup, which launched in 2022, has largely stayed under the radar until now. But insiders say that Slate is planning to shake up the electric vehicle market with a highly customizable EV priced around $25,000.
What is Slate Auto Planning?
According to trademark filings and sources familiar with internal discussions, the base model of the vehicle is called the “Blank Slate.” The company’s tagline—“We Built It. You Make It.”—speaks volumes about its modular philosophy. Buyers will be encouraged to personalize and configure their EVs to a level rarely seen in the current auto market.
This modularity isn’t just a gimmick. In private investor demos, Slate reportedly used clever theatrics: showing one version of the vehicle, then quickly altering it behind closed doors to present a completely different look—underscoring the truck’s versatility.
The concept impressed investors, including Guggenheim Partners CEO and LA Dodgers owner Mark Walter, who joined Slate’s board after participating in its Series B round.
Mysterious Sightings Across California
Three different silhouettes of Slate’s truck have surfaced so far, adding to the mystery:
- A two-door pickup version
- A hatchback-style variant resembling the upcoming Rivian R3
- A more SUV-like shape, seen in Venice, CA, wrapped as a vehicle for a fake company called “Rockabye Rides”
These “guerrilla marketing” vehicles are wrapped in vinyl to disguise their origins but feature URLs pointing to a countdown website for the upcoming launch.
A True “Transformer” Vehicle?
Slate’s pitch to investors centered around the idea of a shape-shifting EV, similar to a real-life Transformer. The company reportedly raised over $100 million using this vision. While exterior designs have now surfaced, the interior and core technical specifications remain under wraps.
Automotive journalist David Tracy, who saw one of the disguised vehicles in person, noted that it was unlike anything he’d seen in his career. While under NDA regarding specific details, he confirmed that the Slate truck “is unlike any new vehicle I’ve ever seen—not just in my decade as a car journalist, but in my entire lifetime.”
What Comes Next?
Slate has briefed several automotive journalists ahead of Thursday’s event. While official specs haven’t been revealed, the early signs point to an EV that breaks traditional design boundaries and places personalization at the forefront of the driving experience.
With the EV market growing increasingly competitive, Slate Auto’s modular vision—combined with Bezos’ backing—could make this startup one to watch in 2025 and beyond.
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