- Slate introduced themed starter packs combining wraps, decals, and accessories.
- The company says each package keeps the truck under $29,000 before fees.
- The bundles shift attention from the base model to affordable personalization.
One of the biggest talking points surrounding Slate’s upcoming electric pickup has been its headline-grabbing $24,950 starting price. Now, the startup is trying to convince potential buyers that adding a little personality doesn’t have to blow the budget.
In a new email sent to reservation holders, Slate introduced several themed “starter packs” that bundle wraps, decals, and accessories while keeping the vehicle below the $29,000 mark. The pivot in messaging tells you more about where Slate’s head is at than the decals do.
Rather than encouraging buyers to piece together individual options, Slate has created curated packages aimed at different tastes. Among the first themes are Baja Blaze, All Green Flags, and Rally Point, each featuring a different combination of exterior graphics, wheel decals, and accessories intended to give the truck a distinct look. The move sounds a lot like Ford’s recent idea to sell limited-edition vehicles curated to be like sneaker drops.
Read: Carvana May Have A Foot In Bezos’s Slate Auto Already
The company pitches the idea with the slogan, “Big Looks. Not So Big Price,” emphasizing that buyers should be able to own a vehicle that stands out without “setting your wallet on fire.” While the Blank Slate still carries its advertised starting price of $24,950, the email notes that every featured starter pack keeps the total below $29,000 before destination charges, taxes, registration, and other fees.
Although the email doesn’t detail exactly what’s included in every package, the approach simplifies what could otherwise be an overwhelming customization process. Slate truly offers a huge list of available options. It’s a major part of what the brand is selling, and that’s personalization.
Perhaps more interesting than the accessories themselves is what Slate chooses to emphasize. The email makes no mention of horsepower, driving range, payload, or performance. Instead, it focuses almost entirely on affordability and self-expression. That’s probably a wise play given that for $29,000 or a little less, traditional trucks like the Ford Maverick are quite a lot more capable, albeit in gas-burning form. That said, we expect Ford’s upcoming sub-$30K EV pickup to put even more pressure on Slate.
