Slate Auto previews retro-inspired electric SUVs and a pickup truck

A new player is emerging in the EV landscape, and it has people talking thanks to the unique blend of classic design and modern tech. Slate Auto, a Michigan-based startup reportedly backed by Amazon founder Jeff Bezos, is teasing a lineup of electric cars that draw inspiration from iconic vehicles of the past. Official details are scarce, but the company's unconventional marketing strategy has offered glimpses of what's to come: a three-door SUV reminiscent of the classic Range Rover, a boxy two-door SUV echoing the Land Rover Defender, and a compact two-door pickup truck.

The most recent reveal came via a TikTok video showing the three-door SUV. Its slanted rear window and overall shape clearly evoke the original three-door Range Rover from the 1970s and 80s, offering a more compact and modern take on the classic design. Some observers have also noted similarities to the upcoming Rivian R3, particularly in the hatchback crossover form.

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Earlier, a photo surfaced online of a camouflaged two-door pickup truck being unloaded in Los Angeles. This sighting coincided with reports of Bezos's involvement with Slate Auto, which aims to release a $25,000 electric model in the form of a compact, two-door pickup by late 2026. The truck in the photo has a boxy design, with some visual cues that blend elements of older Range Rovers and the Jeep Renegade. The absence of a traditional front grille strongly suggests an electric powertrain, further supported by the apparent charging port located near the rear.

Adding another layer to the intrigue, The Autopian reported the existence of a third vehicle in Slate Auto's pipeline: an even more boxy, two-door SUV that seems to be a direct homage to the classic Land Rover Defender. This suggests that Slate Auto decided to enter the electric cars market with a clear appreciation for automotive history by reimagining iconic designs for the EV age.

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Slate Auto stays tight-lipped about specific details, but its hiring strategy speaks volumes about its ambitions. The company has been actively recruiting talent from established automakers like Ford, GM, and Stellantis, as well as from other EV startups.

The anticipation surrounding Slate Auto's debut is building, helped by their clever and playful marketing campaign. The TikTok video featuring the Range Rover-inspired SUV was part of a larger online campaign involving a fake cat therapy company. This unconventional approach has captured the attention of potential customers and industry observers alike.

The company promised to release more information on April 24. The combination of retro design cues, a focus on utility, and a target price of $25,000 for their entry-level EV could make the Slate Auto a very popular choice.

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