Michigan-based startup Slate Auto, which received an investment from Jeff Bezos last year, is getting ready to debut its groundbreaking new electric vehicle (EV). Save the Date for April 24, when the event returns to Long Beach Airport. Slate, which was founded in 2022, has been a bit under the radar. As one recent TechCrunch report revealed, Bezos has a larger financial stake in the company. It’s easy to understand how the company has gotten so much attention with its bold approach to vehicle design. Its emphasis on personalization and versatility has helped land it more than $100 million in funding thus far.

Slate's leadership team has heavily emphasized the vehicle's transformable nature, likening it to a "Transformer," as they courted investors during their Series B funding round last year. The company has indicated it will price its future EV at about $25,000. It pushes vehicle purchasers to personalize their purchase to meet their individual tastes.

Even before the official launch, Slate has been playbook-teasing its EV through jaw-dropping visuals and creative ways to capture attention. An early prototype of the truck made its debut in Venice, California. It was indeed a brilliant ruse, dressed up as a cute little two-door SUV and presented under the made-up company name “Rockabye Rides.” The home page for “Rockabye Rides,” Slate’s ambitious event, includes a countdown clock to Slate’s big day and it’s hard not to get excited.

Slate applied for a trademark on the use of the phrase “We Built It.” This strategic shift further emphasizes the brand’s commitment towards customization and empowering their users. So far, automotive journalists who have driven the EV after it’s been unveiled have recognized that its striking design certainly sets it apart.

"Is unlike any new vehicle I’ve ever seen not just in my decade as a car journalist, but in my entire lifetime." - David Tracy

The vehicle is seen here in several unveiled concept iterations, such as a two-door pickup truck and a hatchback. Its modular platform has made it an indirect rival with Rivian’s upcoming R3.