## Slate Auto’s “Transformer” EV: Bezos-Backed Startup Teases Customizable Car Ahead of Launch
Slate Auto, the Michigan-based EV startup secretly backed by Jeff Bezos, is generating buzz with its unconventional marketing strategy. The company has strategically placed multiple concept versions of its upcoming electric vehicle on the streets of California, hinting at its unique selling proposition: a highly customizable EV designed to be as adaptable as a “Transformer.”
This real-world tease precedes Slate Auto’s official launch event scheduled for April 24th at Long Beach Airport. The startup, founded in 2022, has largely flown under the radar until a recent TechCrunch report revealed Bezos’ financial involvement and plans for a $25,000 base model EV. This “Blank Slate” version, as indicated by trademark applications, will serve as a foundation for buyers to personalize the vehicle according to their preferences. The company has also trademarked the phrase “We Built It. You Make It,” further emphasizing its commitment to customization.
The Autopian’s David Tracy and Reddit users have spotted various iterations of the Slate Auto EV in Southern California. One version, disguised as a two-door SUV for a fictional company, was seen in Venice, while another resembled a hatchback similar to Rivian’s forthcoming R3. This demonstration of adaptability reflects Slate Auto’s key selling point: the ability to transform the vehicle’s appearance and functionality.
According to sources familiar with the company’s internal discussions, Slate Auto emphasized the “Transformer” concept when pitching investors for its Series B funding round. The startup reportedly orchestrated live demonstrations, showcasing a generic truck that could be rapidly customized in a separate room, leaving potential investors impressed by the vehicle’s versatility. This approach seems to have paid off, as Guggenheim Partners CEO Mark Walter has reportedly invested in the round and joined Slate Auto’s board.
While the exterior of Slate Auto’s EV is becoming increasingly visible, the interior and detailed specifications remain a mystery. Automotive journalists have been briefed on the vehicle ahead of the launch event, but are bound by non-disclosure agreements.
Despite the secrecy, The Autopian’s David Tracy hinted that the Slate Auto truck “is unlike any new vehicle I’ve ever seen not just in my decade as a car journalist, but in my entire lifetime.” This bold statement, coupled with the innovative marketing tactics and the promise of unprecedented customization, suggests that Slate Auto is poised to shake up the EV market with its “Transformer” vehicle. All eyes will be on Long Beach Airport on April 24th for the full reveal.