Slate's CEO States to Dismiss Large Screens, Emphasizing That Driving Should be Enjoyable Once More | Carscoops

      A recent interview with Chris Barman explains her belief that Slate can achieve what others have not.

      Slate aims to bring back the classic joy of driving with an affordable, no-nonsense electric pickup.

      CEO Barman seeks to produce straightforward, modular electric vehicles rather than flashy, technologically advanced models.

      She has recently shared her perspective on why she believes Slate will stand out from other brands.

      Amid the ongoing transition in the EV industry, one startup believes it has carved out a unique approach to survive when the competition intensifies. Slate is focusing on a simpler model: prioritizing functionality over extravagance. In a landscape fixated on large displays and autonomous features, Slate asserts that there remains a demand for vehicles that simply perform well.

      CEO Chris Barman, a former Chrysler executive, states that the startup—reportedly supported by Amazon's Jeff Bezos—aims to create “fun, affordable EVs that people genuinely want to drive.” Her objective is to cater to an underserved market, and she has recently elaborated on why she is confident in Slate's success.

      With a background as a mechanical engineer, Barman became CEO of Slate in May 2022. She has spent the majority of her career in product development at Chrysler, ultimately serving as vice president of electrical and electronics at Fiat Chrysler. In short, she has the expertise to design vehicles that withstand everyday challenges.

      A Truck Without Excess Technology

      Slate’s debut vehicle is a basic electric pickup truck starting at “around $28,000.” With current incentives, the base Slate pickup could potentially cost around $20,500. This price point would certainly distinguish it within the U.S. market and the broader EV segment, though there is no guarantee that the $7,500 tax incentives will still be available by the time the trucks are released.

      “There’s a huge demographic seeking safe, reliable, and affordable transportation, but there are really few alternatives available,” Barman remarked in an interview with Business Insider. As of February, EVs were averaging $6,300 more than comparable gasoline cars, although some gas vehicles offer most of Slate’s features and more.

      Nonetheless, it appears Barman's vision is rooted in years of admiration for similar vehicles. “I grew up on a farm. My first car was a 1984 Ford Ranger pickup with a five-speed manual, manual windows, and no air conditioning,” she recalled. “It was basic transportation, but I cherished the freedom it provided to travel and explore.” This freedom-centric approach is evident in the Slate pickup's design.

      Inherent Modularity

      What sets this vehicle apart from most others is its modular design. Owners can choose from over 100 different accessories—not just Slate-branded valve caps. These include infotainment systems, speakers, cupholders, various exterior light fixtures, and even a conversion kit that transforms the truck into a five-seat crossover.

      “It could be that the owner was single when they first bought the truck, then got married, and a few years later, started a family. Instead of trading it for a completely new vehicle, they can convert it into a five-passenger SUV and keep using it,” Barman shared with Business Insider.

      How does she envision users engaging at such a high level in a manner that typically sees little participation? She plans for the automaker to provide instructional videos online through what they call Slate University. This initiative is part of what Barman describes as “a complete paradigm shift in the car buying experience.” Consumers will not be constrained to the costly, overly-featured options that dealerships often promote. Instead, they can start with the basics and add features as they desire, whenever they choose.

      Direct Sales

      To enhance the buying process and in line with many EV startups, Slate is bypassing standard dealerships and selling directly to customers. Buyers will have the opportunity to customize and purchase their vehicles online, without confrontation from sales pressures or showroom upsells.

      Reservations for the EV are already open, requiring a refundable $50 deposit for those willing to take a chance. However, the company has numerous challenges ahead before realization. Slate is pursuing an old, defunct factory for renovation in the Midwestern U.S., and only once vehicles start coming off an actual production line will we determine if Barman’s aspirations for Slate can materialize.