Slate: A New Approach to Electric Trucks

In March 2025, before joining Business Insider, I was introduced to a secretive new automotive company. Two executives shared their vision for a radically simplified electric pickup truck in a New York City coffee shop. This company, called Slate, is betting on a different strategy in the automotive industry.

The 'Blank Slate' Philosophy

Slate’s core concept revolves around offering a base vehicle – a “blank slate” – that owners can personalize with add-ons. These include options like a second-row bench seat and bed caps that transform the truck into an SUV, expected to cost around $5,000. Gus Bizyk, Slate’s head of exterior design, explained, “It’s just a vehicle right now that you’re able to make it your own.”

Design and Construction

All Slate models will initially come in slate gray, with optional vinyl wraps available for each body panel. The prototype showcased a blue finish with a white roof and bright orange rims. The company emphasizes simplicity in construction, utilizing fewer parts than traditional vehicles or other EVs. Jeff Jablansky, the company’s head of communications, stated, “With far fewer parts, we’re able to simplify the process.”

Leadership Changes and Funding

Slate initially had Christine Barman as CEO from May 2022 until early March 2026. However, in March, the company appointed Peter Faricy, a former Amazon Marketplace executive, as the new CEO. Barman transitioned to the role of president of vehicles. Jablansky explained the change as an opportunity to expand the leadership team and highlight the importance of the accessory market, an area Faricy excelled in at Amazon.

A Contrarian Approach in a Cooling EV Market

The Slate truck’s design is intentionally minimalist, featuring a stripped-down interior with durable materials and a minimal center console. It’s approximately the same length as a two-door Ford Bronco (173.7 inches). This simplicity is launching into a market where EV demand is fluctuating. Some automakers have scaled back EV plans, though recent fuel volatility has maintained interest in alternative vehicles.

Pricing and Competition

Slate is aiming for a base price in the mid-$20,000 range, with pricing announcements expected this summer. The company isn’t directly comparing itself to competitors like Ford’s gas-powered Maverick, which starts just under $30,000. Bizyk stated, “I wouldn’t even think of comparing them.”

Focus on Adaptability

Slate is positioning its truck as an affordable and adaptable vehicle, with the electric powertrain being almost secondary. Aaron Gould, Slate’s head of interior design, said, “The fact that it’s electric is almost an afterthought… People are really looking for an affordable and adaptable vehicle.” The truck is assembled in a small Indiana factory, sourcing its battery from within the US, insulating it from tariffs.