A few things are true about the modern car-buying experience in my book: New EVs are too expensive for the average American. Modern cars have over-the-top tech that nobody asked for. And cars have gotten more cookie-cutter over time. 

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Well, all this was true until a few days ago, when the Bezos-backed car brand Slate rocked the industry. Slate — as in blank slate — because the shockingly affordable EV features more customization than we have ever, ever seen in a car. The base model is a gray two-seat pickup, priced under $20k after the federal EV credit. No speakers. No power windows. Just a truck to take you (and one passenger) from point A to point B. 

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Want two more seats? Toss ‘em in. Want another color? Done. Want an SUV instead of a truck? Add roof to cart. Of course, each of these mods will cost extra. But it’s the first time an automaker is letting YOU choose the features, tech, and price to match your needs and budget. In the words of Liberty Mutual, “Only pay for what you need.” 

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I believe that tech in cars has gone too far, to where it actually detracts from the user experience. And this car is a direct response to the industry's overcorrection. Who wants to tap a screen six times to turn up the A/C at 75mph? Not me. I don’t want gesture controls, massaging seats, or a constant ping-ponging back and forth known as “lane-centering”. And I sure as hell don’t want to pay for it. Hot take, but automatic lift gates might even be a bridge too far. Remember when BMW charged customers a monthly fee to use their own heated seats? Are we having fun yet? 

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Not only is this car insanely accessible (in the era of the six-figure Jeep nonetheless), but it’s truly personal. At a time when everything seems curated and personalized and tailored to the individual, the auto industry has taken a different path — creating watered-down copies of each other. No fun. No flair. No color. No custom touches. Just a sea of gray and white mid-size SUVs (guilty as charged). 

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This is why I see Slate as the Starbucks-ification of car buying. Whereas other automakers might merely ask if you want cream or sugar (a la premium rims or heated seats) — Slate is inviting you to order your venti half-calf ristretto four-pump sugar-free vanilla oatmilk latte, extra hot, no foam. No request is too weird or too much. It’s no skin off of their backs. 

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While we don’t know much about the car’s quality or performance yet, I think this is a brilliant idea from a brand perspective. This is one of the most extreme, audacious brand positions in memory. I feel it’s serving a truly unmet need in the category from both a price and personalization standpoint. 

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I’m not in the market for a new car, but I think Slate could be an amazing option for teenagers, retirees, and other budget-conscious folks who probably don’t have kids. It returns control to the buyer and gives them a platform to build their very own car. Whether you want something purely functional or highly fashionable, it’s your call to make. But the real value lies in its supremely efficient, zero-fluff approach in a time when wallets are getting tight. It’s the first entry-level EV, and it’s breaking all of the rules we assumed were true about cars.

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One question I have: Who will Slate’s “tribe” be? Just like Priuses are for the eco-friendly, and Porsches are for the performance-minded, what will be the common denominator for a brand that prides itself on being this shapeless, formless EV for everyone? Will it take hold with tech bros in California? Will it be a weekend driver for empty nesters? Will it be the new “it” car for sixteen year-olds? Or will it “Be like water” in the words of Bruce Lee, becoming whatever it needs to be for any given customer across the country? 

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While you’re here, check out this fun Slate stunt from the unstoppable Mischief USA, showing off the truck's customizability through outlandish work trucks parked around LA. Bonus pun points for Taxider-My-Family.

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