Slate Auto, a stealthy EV startup backed by Jeff Bezos, has taken an unconventional approach to marketing—quietly placing concept versions of its electric vehicle on the streets of California in the lead-up to its official debut. According to sources familiar with the company’s strategy, this teaser campaign is part of Slate’s plan to position its modular, highly customizable vehicle as something akin to a real-life “Transformer.”
The surprise street displays come just days ahead of the company’s April 24 launch event at Long Beach Airport, as confirmed by an invitation obtained by TechCrunch.
Founded in Michigan in 2022, Slate has remained largely under the radar until TechCrunch revealed Bezos’ investment and the company’s plans to offer a base model EV—dubbed the “Blank Slate”—priced around $25,000. Buyers will reportedly be able to tailor their vehicle through extensive customization options, in line with the company’s trademarked slogan: “We Built It. You Make It.”
Over the weekend, auto journalist David Tracy from The Autopian spotted a Slate concept vehicle in Venice, California. It was disguised as a two-door SUV under the branding of a fictional company, “Rockabye Rides,” complete with a website link counting down to the upcoming launch. Meanwhile, Reddit users shared images of another variant resembling a compact hatchback, drawing comparisons to Rivian’s upcoming R3.
The SUV-style version that Tracy encountered appears to be a reconfiguration of a two-door pickup truck earlier seen in Long Beach, now fitted with a bed cover to alter its silhouette. This makes at least three different versions of the Slate vehicle seen in public, showcasing the modularity that the company has emphasized in its investor presentations.
Slate reportedly raised more than $100 million in funding, in part by highlighting this very flexibility. Sources said the company impressed investors by demonstrating the truck’s transformable nature—showing one version of the vehicle, then quickly modifying it out of view before revealing an entirely different setup moments later.
This theatrical pitch appears to have worked. Guggenheim Partners CEO—and LA Dodgers owner—Mark Walter is said to have invested in the Series B round and joined the company’s board, according to TechCrunch.
Though Slate has yet to publicly comment or release vehicle specs, new photos provide a detailed look at the exterior and offer hints at its customization potential. The interior remains unseen, and specifics remain under wraps. Tracy, who has been briefed under NDA, hinted at the truck’s uniqueness, stating, “It’s unlike any new vehicle I’ve ever seen—not just in my decade as a car journalist, but in my entire lifetime.”
