When I stumbled across internal documents and industry whispers about a secretive EV startup out of Michigan, I knew I had to dig deeper. What I found was Slate Auto — a stealthy, well-funded electric vehicle company that’s quietly building a $25,000 electric pickup truck. Even more intriguing? Jeff Bezos is one of its key backers.
A Low-Cost EV Built to Break the Mold
Unlike most electric vehicle startups that aim high with luxury models, Slate Auto is flipping the script. Its goal is bold yet practical: produce an affordable, two-seat electric pickup for around $25,000. Sources inside the company say the vision is inspired by historical automotive game-changers like the Ford Model T and the Volkswagen Beetle.
Bezos and a Billionaire Braintrust
Slate isn’t just some hopeful bootstrapped startup. It’s heavily backed, including by Jeff Bezos via his family office. Public filings reveal that Bezos participated in a $111 million Series A round in 2023, and even Melinda Lewison — the head of his family office — is listed as a company director. That’s not all. Heavy hitters like LA Dodgers owner Mark Walter and Re:Build Manufacturing investor Thomas Tull also appear to be involved, suggesting significant Series B funding closed late last year.
Deep Amazon Ties Across Leadership
The Amazon connection doesn’t stop with Bezos. Slate is riddled with former Amazon execs. It was born inside Re:Build Manufacturing — a domestic industrial incubator co-founded by ex-Amazon Consumer CEO Jeff Wilke. Former Amazon VP Wei Gao and former re:MARS and AWS event organizers are now helping build Slate’s digital and e-commerce backbone.
Even Slate’s original name, Re:Car, echoes Amazon’s signature “re:” naming convention.
Building in Stealth from Michigan to California
Headquartered in Troy, Michigan, Slate has quietly hired hundreds — many from Ford, GM, Stellantis, and Harley-Davidson. The company is also leasing a discreet design studio in Long Beach, California, where investors recently got a sneak peek at a proof-of-concept vehicle.
Plans suggest production could start by late 2026 in a facility near Indianapolis, Indiana, though it’s unclear whether they’ll build new or acquire an existing plant.
The Product Vision: “We Built It. You Make It.”
Slate isn’t just selling a truck — it’s offering a full lifestyle experience. Job listings and insider conversations point to a massive focus on accessories and personal customization. The company even filed a trademark for the slogan “WE BUILT IT. YOU MAKE IT.”
Whether it’s pet harnesses, USB ports, or lifestyle apparel, the goal is to create a community around self-expression and modular upgrades. Think Harley-Davidson’s apparel division or Mopar's customization culture at Stellantis.
Education, Engagement, and Open-Source Repair Culture
One of the most fascinating aspects? “Slate University.” According to job postings, the company wants to build a platform of open-source content that empowers owners to maintain, upgrade, and customize their trucks. This isn’t just after-sales service — it’s building a DIY culture around its vehicles.
Industry Veterans Leading the Charge
Christine Barman, a seasoned auto industry exec with roots at Chrysler and Fiat Chrysler, is Slate’s CEO. With over two decades in vehicle line programs and electrification projects (including Android Automotive and Waymo partnerships), Barman brings credibility and deep expertise to the startup.
Her team includes execs from Harley-Davidson, Stellantis, and Rivian, covering everything from product management to financial operations.
Supplier-First Strategy and Public Company Ambitions
Slate appears to be outsourcing much of its high-voltage battery and EV tech from outside vendors. Their job listings suggest this lean approach to manufacturing is part of a broader plan to challenge the traditional vehicle design model.
Interestingly, some postings also hint at preparing for a public offering, as the startup is already implementing systems required to operate as a public company.
Why Slate Matters Right Now
The EV market has slowed. Once-explosive demand is stabilizing, and companies like Lucid and Rivian are burning cash to stay afloat. Many others didn’t survive at all.
That’s what makes Slate so compelling. It’s not trying to be the next Tesla — it’s trying to be the first affordable EV that’s personal, fun, and accessible. Instead of going luxury-first, they’re going grassroots. And they have the money, the minds, and the strategy to make it happen.
Could Slate Be the Disruptor We’ve Been Waiting For?
We’ve seen many EV startups come and go. Most lacked vision or funding. Slate has both — and the Amazon DNA to scale smartly. While it’s still early days, the company’s plan to launch a customizable $25K electric pickup with a lifestyle ecosystem could be exactly what the market needs.
And with Jeff Bezos quietly steering the financial ship, it’s safe to say this is one startup worth watching.
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