Electric vehicles are here to stay. Whether you love ’em or hate ’em it seems like every few months a major automaker or emerging startup is teasing a new electric vehicle. EVs have become wildly popular internationally in regions like Asia and Europe. America may not take to EV adoption as quickly as other regions, but competition is certainly heating up.
Tesla dominates the EV market share in North America (and a few other regions), but competitors from automakers like Hyundai, Rivian, BYD, Nio, and more are making major waves in the space. Jeff Bezos-backed Slate Auto, a newer electric vehicle manufacturer, could be developing Tesla’s fiercest competitor yet, the Slate electric pickup truck.
The Slate Auto pickup truck is an affordable American-made electric pickup truck set to hit the streets in late 2026. It’s impactful because it could start near $20,000 thanks to an affordable starting price ($27,500) and the federal electric vehicle tax incentive of $7,500.
Slate will focus heavily on customizability, providing a very barebones base model truck as a starting point for consumers. The best features could tack on thousands of dollars to the pickup’s price tag, but it still has a strong chance of debuting as America’s most affordable electric pickup truck ever made.
Slate Auto is a Michigan-based company founded in 2022. It has notably received the backing of Jeff Bezos, the billionaire founder of Amazon. Slate isn’t Bezos’ first foray into the world of electric vehicle investing. In 2021, CNN reported credited Rivian’s “overnight success” to Bezos and Amazon’s $700 million investment. The Amazon founder drove Rivian vehicles alongside astronauts to Blue Origin launch sites as well, earning the brand major publicity. The endorsement of Amazon’s founder isn’t to be taken lightly, so there are plenty of eyeballs on this truck’s pending release.
In a capitalist society competition is generally good for the marketplace. Increased competition ultimately means more appealing products and services for consumers. Thankfully, the American electric vehicle market has heated up over the last few years. As a result, there are plenty of options for drivers to choose from, but it’s clear the golden age of EVs is still on the horizon.
Part of the reason mass electric vehicle adoption has moved at a snail’s pace in the last half-decade is affordability. In the past, automakers have struggled to manufacture affordable EV options, partly due to expensive parts and processes. Greencars.com notes that electric cars became more affordable in 2024, thanks in part to EV incentives and more choices. Slate is turning the heat up and flipping the sand dial to see if it can produce the first American fully-electric pickup truck under $30,000.
Tesla currently produces the most American-made electric vehicles as well as the most popular electric vehicles in the United States: the Tesla Model 3 electric sedan and Tesla Model 3 sedan. That said, the company is experiencing plenty of controversy due to CEO Elon Musk’s recent political escapades.
The Cybertruck, the brand’s first-ever electric pickup truck, starts at around $76,117 for the base model. It’s eligible for the federal electric vehicle tax incentive ($7,500), bringing its price closer to $68,617. Just from a pricing standpoint, the sub-$30K Slate truck appeals to a wider demographic of car buyers who are in search of affordable options.
There’s no telling whether or not the Slate truck will pose a true threat to any of Tesla’s portfolio until it hits the streets, but its pricing has auto enthusiasts abuzz. The Autopian, an authority in car culture, claims that Slate Auto is “building the anti-Gigafactory”. Tesla ‘Gigafactories’ are huge manufacturing facilities that have amazing electric vehicle mass production capabilities. Veteran journalist Matt Hardigree claims “the hype around the vehicle is deserved,” in regards to the Slate truck and Slate’s unique approach to design and manufacturing.
The race to produce the best-selling EV in America is well-documented. Several automakers have made major impacts, but few brands have penetrated the overall market share in a way definitive enough to claim undisputed dominance.
Tesla has made major headway in America, but it has taken a serious hit due to Elon Musk’s political affiliations. Brands like Rivian, Hyundai, Ford, Chevrolet, and even Slate have a unique opportunity to gain market share as more and more American consumers find Tesla distasteful. The affordable Slate truck could be a sign that the golden age of electric vehicles is almost upon us. Are Americans ready for affordable American-made EVs?
This article originally appeared on USA TODAY: What Slate truck’s affordability could mean for Tesla and the EV race
