Slate Auto is recalibrating its pricing strategy as the startup prepares to launch its electric pickup without federal tax credit support.
The details: The EV startup (backed by Amazon CEO Jeff Bezos) has nixed its "under $20,000" marketing promo for the truck days before President Trump signed the sweeping tax bill into law, killing the $7,500 federal tax credit for new EVs, reports TechCrunch. While Slate has not released official pricing for the pickup (which goes into production in 2026), the end of the federal tax credits is clearly a blow to the startup's market strategy.
For context: The startup had promoted the sub-$20,000 price point heavily since emerging from stealth mode in April, with the company receiving over 100,000 reservations within two weeks of unveiling the truck. Slate's business model centers on a radically minimalist approach—selling a bare-bones electric truck as a "blank slate" that customers can customize with bolt-on features.
Why it matters: Eliminating federal EV tax credits will impact nearly every mass-market electric vehicle, but for Slate specifically, the timing is challenging. The company has positioned itself as the solution to an industry that has "driven prices to a place that most Americans simply can't afford," according to chief commercial officer Jeremy Snyder. Now, living up to that promise will be more challenging.
Between the lines: If Slate prices its pickup around $25,000 without tax credits, it could still have an advantage in the EV market.
The minimalist gamble: Slate's base model includes only essentials: single gray color, two seats, flatbed, steering wheel, and basic battery gauge. Everything else costs extra, from paint and power windows to infotainment and speakers. Customers can even convert the truck into an SUV using removable roof panels.
Bottom line: Slate's pivot tests whether consumers were drawn to the vehicle itself or just the headline price. With Tesla and legacy automakers moving toward sub-$30,000 EVs that aren't bare-bones, Slate must prove its customizable approach can compete without federal subsidies. Whether customers will pay $25,000+ for a truck they’ll need to “DIY,” remains the ultimate question.
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