Slate Auto, a stealthy electric vehicle startup backed by Jeff Bezos, has taken a bold step ahead of its upcoming product launch by placing multiple disguised concept versions of its vehicle across the streets of California. The move is part of a broader marketing strategy to promote its adaptable, modular EV. One that insiders say draws heavy inspiration from the concept of a “Transformer.”
These vehicle sightings come just days ahead of the company’s scheduled reveal event on April 24 at Long Beach Airport.
Founded in 2022 and based in Michigan, Slate Auto has kept a low profile until recently. It’s now emerging with big ambitions, aiming to offer a customizable electric vehicle priced around $25,000. The base model, referred to internally as the “Blank Slate,” is designed to serve as a foundation that buyers can personalize according to their preferences. The startup has trademarked both this name and the phrase “We Built It. You Make It.” as part of its branding.
Over the past weekend, several variations of Slate’s vehicle were spotted in public. One version, parked in Venice, California, was wrapped to resemble a two-door SUV for a fictional company named “Rockabye Rides.” A listed URL on the vehicle redirects to a countdown site tied to Slate’s upcoming launch.
Another variation captured in images online shows a version resembling a hatchback design, similar in silhouette to compact electric SUVs. These sightings bring the total to at least three visibly distinct forms of Slate’s truck model. Each showcasing different exterior configurations. That modularity appears to be a core selling point.
According to individuals familiar with Slate’s internal operations, the company has used this adaptability theme to attract major funding. During the company’s Series B fundraising round, executives reportedly wowed potential investors by demonstrating the vehicle’s transformation capability in real time. After showing off a standard model, they would lead investors out of the room, modify the vehicle quickly. And return to reveal a dramatically changed version—underscoring the truck’s versatility.
That pitch proved successful. Among the backers is a prominent financial executive and sports team owner who reportedly invested during the round and has since joined the company’s board of directors.
While photos now offer a decent look at the EV’s customizable exterior, the interior and technical specifications remain under wraps. The company has shared early briefings with select automotive journalists, though many are bound by strict non-disclosure agreements.
Despite the secrecy, early impressions suggest that Slate Auto’s vehicle could be a major disruptor in the electric vehicle market. One expert who recently viewed the concept up close remarked that the truck was “unlike any new vehicle” seen throughout their career.
With the official reveal just around the corner, Slate Auto is poised to shift from stealth mode to spotlight. And redefine what a customizable EV can look like.
