Jeff Bezos unveils $27,000 electric truck to challenge rival Elon Musk
Jeff Bezos’ mysterious EV maker Slate has unveiled its first model. It’s a stripped-down pickup truck that sells for $27,000 ($20,000 after federal incentives).
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A new automaker is setting up a factory in Louisville, Kentucky.
Slate Auto, an electric vehicle startup backed by Jeff Bezos, plans to build a roughly $7.8 million vinyl wrap kit manufacturing fulfillment facility in Jefferson County, Bluegrass State.
The automotive startup produces a low-cost, modular and fully customizable two-door, two-seat EV pickup truck and plans to begin producing and selling vehicles in 2026.
Vehicles manufactured by Slate Auto at its Warsaw, Ind., plant are expected to be priced in the mid-$20,000 range, Will Nicholas, Slate Auto’s director of business development and government affairs, said at a March 26 meeting of the Kentucky Economic Development Finance Authority. Nicholas said the company has received more than 160,000 reservations from across the United States since announcing the EV’s availability more than a year ago.
State officials said at the KEDFA meeting that the vehicles are completely built “with all non-essentials removed, so customers can decide how they want to customize them with accessories and customizations.” Because these vehicles are so customizable, Nicholas said the trucks can also be converted into five-seat SUVs.
Officials said the Louisville vinyl wrap facility will be the “center” of Slate Auto’s “customization ecosystem” and serve as the automaker’s only domestic production center for its vinyl wrap kit program.
At this facility, rather than painting vehicles at the factory like most automakers, Slate Auto wraps vehicles in custom colors and finishes chosen by customers. The company offers more than 100 colors and finishes for customers to choose from.
Headquartered in Troy, Michigan, the project was approved by KEDFA for $1 million in state tax incentives over a 10-year contract period. In addition, state officials said the Louisville metro government is also collaborating to support the project.
Slate Auto is expected to create 51 jobs with a wage target of $39.09 per hour, a minimum wage requirement of $10.88 per hour, and a total wage of $12.51 per hour.
Contact business reporter Olivia Evans at oevans@usatodayco.com or X at @oliviamevans_.
