Slate Auto is shifting further into sales mode with the opening of its first brick-and-mortar test-drive experience center in Chicago for its $25,000 EV pickup as competition for potential buyers intensifies.
The details: The center is the latest move by the Jeff Bezos-backed, Detroit-based company to establish its market position for the truck, with deliveries expected to begin later this year.
The Slate experience center, located on Grand Avenue in Chicago’s Near West Side, occupies a former Tesla store, per Electrek.
The center is equipped with NACS EV charging and features a small showroom, garage, and retail space.
Guests attending the opening had an opportunity to get an up-close look at the minimalist EV pickup.
Why it matters: The startup’s first physical experience center gives prospective buyers an opportunity to explore the pickup firsthand, potentially helping the startup build consumer confidence and convert interest into sales as it prepares to begin deliveries.
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Between the lines: Slate Auto’s experience center opening comes as Ford ramps up its marketing efforts for its sub-$30,000 Fathom EV pickup with a “pre-order invite,” setting the stage for a new rivalry between two Detroit-area automakers.
The Slate pickup, which starts at $24,950, will emphasize customization to attract buyers, including full-color wraps starting at $499.99 and more than 200 accessory options.
Ford is taking a more traditional approach to options for the Fathom, which starts at $28,350 for the base model, while leveraging its established reputation and dominance in the truck segment.
Bottom line: Slate’s bet on customization, hands-on experiences, and a bare-bones approach to the EV segment to challenge established automakers like Ford could raise consumer expectations around pricing, personalization, and the overall vehicle-shopping experience at dealerships.
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