Expected price now "Mid-Twenties" for Slate truck

[Dorbiman]

Instead of making up what-ifs and hand wringing about averages, I take my use case into consideration. I'm relatively unconcerned about if the Slate makes sense to others that are not in my scenario. I hope it works for others, but ultimately, I'm buying the truck for me, not others.

 

[motorolas]

Another article about Slate, not much new we haven’t already seen.

https://www.nwaonline.com/news/2025/jul/22/slate-auto-adjusts-pickup-start-price-to-mid-20s/

Interesting bits:
Our business model was never built upon that tax credit being in place," Barman told The Detroit News at the Reindustrialize summit, a gathering of executives and policy experts focused on bringing manufacturing back to the United States. Slate showed off one of its vehicles at the summit.
"We always viewed it as something that would be great for the customer to be able to get an even more affordable vehicle. But we've always, you know, had a target of being priced in the mid-$20s, and that's what our business case has been built upon," she said.

"We're still doing quite a bit of demolition" on the interior of the production site, Barman told The News. "We're gonna be, within the next few weeks, starting to get into laying in some floors where we had to take (them out) because the depth of the cement there wasn't enough for the equipment we put in. So we're really putting a lot of infrastructure in right now."

Barman said her company aims to source parts domestically wherever possible, with a number of suppliers so far based in the Midwest. But some parts for the truck simply can't be found in the United States anymore, the CEO said, like the truck's manual-crank window regulator, which is sourced from Brazil.

"We're going to be pulling from the whole 35 million used vehicle (market)," Barman said, where shoppers figured they may be forced to settle for fewer safety standards and no warranty. "Now, they can step into a vehicle that has all the latest safety standards, comes with a warranty.

Comments from folks at Ford and RAM:
"It was really interesting seeing that (Slate truck) out there," Paul Stephens, Ford Motor Co.'s global strategy manager, said on a panel at the Reindustrialize summit. "Complexity reduction is one thing, and part-count reduction is another thing too. So when we're looking at future product designs, trying to reduce the number of components while keeping the same task, is one of the top priority items that I've been seeing, and not just at Ford but the industry at large."

And Tim Kuniskis, the CEO of the Ram truck brand who also oversees other U.S. Stellantis NV brands, recently called Slate's approach "super interesting" during a press event.
"The idea behind it, you know, we've talked about that idea a million times. Super interesting. I give (Barman) a lot of credit," he said. "It's a cool idea. Now what's it going to actually transact at in the marketplace where the tax credits are gone and people start to option them up? It's not going to be $20,000. It's going to be $35,000, and by the time you get to $35,000, you're in midsize truck territory."

 

[E90400K]

Instead of making up what-ifs and hand wringing about averages, I take my use case into consideration. I'm relatively unconcerned about if the Slate makes sense to others that are not in my scenario. I hope it works for others, but ultimately, I'm buying the truck for me, not others.

But you have to consider what any vehicle means within the marketplace because it affects the vehicle's availability and whether you can buy it. I'd like to buy a small, lightweight $40K sports sedan with a 215 HP 2.5L in-line 6, manual transmission, rear-wheel drive, big-window green house, with simple intuitive controls and no fricken tech. I'd even consider it as an EV if it remained lightweight and had a 10-minute recharge to get 250 miles of range. But the company that used to specialize in that vehicle doesn't even make it anymore. While there is a large group of enthusiasts who want that same car, there are not enough of us for the business case to make it. On top of that there are too many Government regulations to make such a car affordable. New cars have to have all the safety nannies because people use their cell phones while driving. To make the car not as much a liability, manufacturers brought the phone tech to the dashboard screen and added self-steering and cameras (inside and out) so the car can take control of itself when it detects the driver is not paying attention. The average person these days doesn't give a shit about using good driving techniques and would rather have the car just drive him.

 

[Dorbiman]

But you have to consider what any vehicle means within the marketplace because it affects the vehicle's availability and whether you can buy it. I'd like to buy a small, lightweight $40K sports sedan with a 215 HP 2.5L in-line 6, manual transmission, rear-wheel drive, big-window green house, with simple intuitive controls and no fricken tech. I'd even consider it as an EV if it remained lightweight and had a 10-minute recharge to get 250 miles of range. But the company that used to specialize in that vehicle doesn't even make it anymore. While there is a large group of enthusiasts who want that same car, there are not enough of us for the business case to make it. On top of that there are too many Government regulations to make such a car affordable. New cars have to have all the safety nannies because people use their cell phones while driving. To make the car not as much a liability, manufacturers brought the phone tech to the dashboard screen and added self-steering and cameras (inside and out) so the car can take control of itself when it detects the driver is not paying attention. The average person these days doesn't give a shit about using good driving techniques and would rather have the car just drive him.

To be frank, I'm not fully following your train of thought here. The discussion is about the Slate Truck at the alluded to price of mid-20's. Discussion about the average consumer is fine, but that's not how people make vehicle purchases. I'm also quite lost on the relevance of a small sports sedan with a straight six, as well as the rant about self-steering and driving techniques and safety nannies.

 

[E90400K]

To be frank, I'm not fully following your train of thought here. The discussion is about the Slate Truck at the alluded to price of mid-20's. Discussion about the average consumer is fine, but that's not how people make vehicle purchases. I'm also quite lost on the relevance of a small sports sedan with a straight six, as well as the rant about self-steering and driving techniques and safety nannies.

My point is there is more input to the market regarding vehicle choice than just your or my individual wants. You said " Instead of making up what-ifs and hand wringing about averages, I take my use case into consideration. I'm relatively unconcerned about if the Slate makes sense to others that are not in my scenario. I hope it works for others, but ultimately, I'm buying the truck for me, not others." The market follows trends defined by the average buyer, so while each of us may want specific things and we all review the market based on our use or needs case, our choices are limited to what "others" want because as a buying group all of us define the market and the auto makers build what they think the market, in general, wants. My point about the sedan is, I want BMW to build another E30 (1984 - 1991) 3-series sports sedan, but the market has moved on from that type of car. The market has moved on for numerous reasons, one being (too much) Government oversight in safety content and environmental impact regulations. The ICEV market now is basically the SUV body type in various sizes available with just 4-cylinder 2.0L turbocharged engines. The EV market is basically the SUV in various sizes and a 250-mile 70 - 85 kWh battery. So, anyone's choices are within those narrow market confines.

It is fantastic Slate is taking a chance with their pickup truck, the question however, is the market there with them?

 

[motorolas]

My point is there is more input to the market regarding vehicle choice than just your or my individual wants. You said " Instead of making up what-ifs and hand wringing about averages, I take my use case into consideration. I'm relatively unconcerned about if the Slate makes sense to others that are not in my scenario. I hope it works for others, but ultimately, I'm buying the truck for me, not others." The market follows trends defined by the average buyer, so while each of us may want specific things and we all review the market based on our use or needs case, our choices are limited to what "others" want because as a buying group all of us define the market and the auto makers build what they think the market, in general, wants. My point about the sedan is, I want BMW to build another E30 (1984 - 1991) 3-series sports sedan, but the market has moved on from that type of car. The market has moved on for numerous reasons, one being (too much) Government oversight in safety content and environmental impact regulations. The ICEV market now is basically the SUV body type in various sizes available with just 4-cylinder 2.0L turbocharged engines. The EV market is basically the SUV in various sizes and a 250-mile 70 - 85 kWh battery. So, anyone's choices are within those narrow market confines.

It is fantastic Slate is taking a chance with their pickup truck, the question however, is the market there with them?

CEO Chris Barman from Slate hopes so.

"We're going to be pulling from the whole 35 million used vehicle (market)," Barman said, where shoppers figured they may be forced to settle for fewer safety standards and no warranty. "Now, they can step into a vehicle that has all the latest safety standards, comes with a warranty.

 

[sodamo]

CEO Chris Barman from Slate hopes so.

"We're going to be pulling from the whole 35 million used vehicle (market)," Barman said, where shoppers figured they may be forced to settle for fewer safety standards and no warranty. "Now, they can step into a vehicle that has all the latest safety standards, comes with a warranty.

I think she is right, very right.

 

[atx_ev]

My point is there is more input to the market regarding vehicle choice than just your or my individual wants. You said " Instead of making up what-ifs and hand wringing about averages, I take my use case into consideration. I'm relatively unconcerned about if the Slate makes sense to others that are not in my scenario. I hope it works for others, but ultimately, I'm buying the truck for me, not others." The market follows trends defined by the average buyer, so while each of us may want specific things and we all review the market based on our use or needs case, our choices are limited to what "others" want because as a buying group all of us define the market and the auto makers build what they think the market, in general, wants. My point about the sedan is, I want BMW to build another E30 (1984 - 1991) 3-series sports sedan, but the market has moved on from that type of car. The market has moved on for numerous reasons, one being (too much) Government oversight in safety content and environmental impact regulations. The ICEV market now is basically the SUV body type in various sizes available with just 4-cylinder 2.0L turbocharged engines. The EV market is basically the SUV in various sizes and a 250-mile 70 - 85 kWh battery. So, anyone's choices are within those narrow market confines.

It is fantastic Slate is taking a chance with their pickup truck, the question however, is the market there with them?

thinking about the average buyer is absolutely not how marketing works. This is why you are confused. Instead, every single product has a particular profile of customer in mind. That is specifically not the average.

The Claritas PRIZM Premier system breaks down U.S. households into 68 unique consumer segments, grouped into 11 Lifestage Groups based on affluence, age, and family status. These segments are used by marketers to target audiences with precision based on behaviors, demographics, and preferences.

Here are some examples of profiles
01 - Upper Crust: Wealthy, older married couples living in affluent suburbs
02 - Networked Neighbors: Wealthy, middle-aged families in suburban neighborhoods with strong digital connections
03 - Movers & Shakers: Successful professionals living in fashionable homes on the urban fringe
04 - Young Digerati: Affluent, tech-savvy singles and couples living in trendy neighborhoods
05 - Country Squires: Wealthy, older families in bucolic settings

There are whole collections of profiles of customers and the associated products that they like.

The only question is whether or not there are 150K worth of customers in the profile that they are targeting.

As an example, the average car buyer does not want a truck, only 16.5% of cars are trucks.


Here is an example of a psychographic profile

Segment Name: "Modern DIYers"
👤 Demographics

• Age: 28–45
• Gender: Male or Female
• Income: $60k–$120k
• Education: College-educated
• Location: Suburban or semi-urban areas
• Occupation: Professionals, creatives, educators, tradespeople

🚗 Vehicle Profile

• Owns or leases a compact or midsize truck (Ford Maverick, Hyundai Santa Cruz, Toyota Tacoma)
• Wants versatility – able to haul weekend projects, outdoor gear, or small loads, but also wants city drivability and decent gas mileage
• Likely to be eco-conscious (Maverick Hybrid is a big draw)
• Wants functionality without the bulk or gas bill of a full-size truck

🛒 Shopping & Lifestyle Behavior

• Shops at REI, Target, Lowe’s, Amazon, and Trader Joe’s
• Prefers brands like Patagonia, Columbia, or North Face over Carhartt
• Buys smart-home gadgets, midrange tools (Ryobi or Milwaukee), and outdoor gear
• May do DIY home improvement or gardening as a hobby

📱 Media & Tech

• Active on Instagram, YouTube (DIY/build channels), Reddit, and possibly TikTok for tips
• Listens to podcasts (tech, lifestyle, finance)
• Streams shows on Netflix, Hulu, or Disney+ – possibly a cord-cutter

☕ Food & Drink

• Drinks cold brew coffee, not Folgers
• Enjoys craft beer or hard seltzers (e.g., Lagunitas, White Claw)
• Buys groceries at Whole Foods, Trader Joe’s, or Sprouts, with some Costco runs
• May subscribe to meal kit services like HelloFresh

🧠 Psychographics

• Sees their truck as a tool for lifestyle, not identity
• Emphasizes practicality, flexibility, and adventure
• Interested in sustainability, but not fanatical
• Prefers experiences over luxury
• May enjoy camping, mountain biking, or home reno projects
• Feels urban enough to avoid full-size trucks, but suburban/rural enough to need a bed

 

[Dorbiman]

I always like the story about how the average Australian woman doesn’t actually exist.

https://www.smh.com.au/national/by-...ngle-one-of-us-is-normal-20150124-12xlh0.html

Averages are a useful statistic, but by themselves can be misleading, or even sometimes harmful.

 

[AZFox]

Reminds me of the time Eric Schmidt, CEO of Google at the time, said the quiet part out loud regarding the "the creepy line".

With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches. We don't need you to type at all. We know where you are. We know where you've been. We can more or less know what you're thinking about.​

It turns out most people are more predictable than they think they are.

Big Data is powerful stuff for sorting out demographics and psychographics. When searching for that quote I stumbled across this other quote that kinda makes that point.

They’ve compared where a person is, by GPS, with mood, and it turns out that if you’re in a natural environment, particularly near water, you’re likely to be substantially happier.​

That's enough typing for now. I'm gonna head over to the pool and swim some happy-laps in the fresh air and sunshine. 😉

 

[Luxrage]

Here is an example of a psychographic profile

Segment Name: "Modern DIYers"
👤 Demographics

This post was a really great breakdown of how they target these types. I'll add to that with an actual real life example. Part of collecting just about everything I can for my cars includes the dealership training material.

Here's the 1993 Geo Tracker target demographic per the Salesperson's Source '93.

 

[E90400K]

thinking about the average buyer is absolutely not how marketing works. This is why you are confused. Instead, every single product has a particular profile of customer in mind. That is specifically not the average.



Here are some examples of profiles
01 - Upper Crust: Wealthy, older married couples living in affluent suburbs
02 - Networked Neighbors: Wealthy, middle-aged families in suburban neighborhoods with strong digital connections
03 - Movers & Shakers: Successful professionals living in fashionable homes on the urban fringe
04 - Young Digerati: Affluent, tech-savvy singles and couples living in trendy neighborhoods
05 - Country Squires: Wealthy, older families in bucolic settings

There are whole collections of profiles of customers and the associated products that they like.

The only question is whether or not there are 150K worth of customers in the profile that they are targeting.

As an example, the average car buyer does not want a truck, only 16.5% of cars are trucks.


Here is an example of a psychographic profile

Segment Name: "Modern DIYers"
👤 Demographics

• Age: 28–45
• Gender: Male or Female
• Income: $60k–$120k
• Education: College-educated
• Location: Suburban or semi-urban areas
• Occupation: Professionals, creatives, educators, tradespeople

🚗 Vehicle Profile

• Owns or leases a compact or midsize truck (Ford Maverick, Hyundai Santa Cruz, Toyota Tacoma)
• Wants versatility – able to haul weekend projects, outdoor gear, or small loads, but also wants city drivability and decent gas mileage
• Likely to be eco-conscious (Maverick Hybrid is a big draw)
• Wants functionality without the bulk or gas bill of a full-size truck

🛒 Shopping & Lifestyle Behavior

• Shops at REI, Target, Lowe’s, Amazon, and Trader Joe’s
• Prefers brands like Patagonia, Columbia, or North Face over Carhartt
• Buys smart-home gadgets, midrange tools (Ryobi or Milwaukee), and outdoor gear
• May do DIY home improvement or gardening as a hobby

📱 Media & Tech

• Active on Instagram, YouTube (DIY/build channels), Reddit, and possibly TikTok for tips
• Listens to podcasts (tech, lifestyle, finance)
• Streams shows on Netflix, Hulu, or Disney+ – possibly a cord-cutter

☕ Food & Drink

• Drinks cold brew coffee, not Folgers
• Enjoys craft beer or hard seltzers (e.g., Lagunitas, White Claw)
• Buys groceries at Whole Foods, Trader Joe’s, or Sprouts, with some Costco runs
• May subscribe to meal kit services like HelloFresh

🧠 Psychographics

• Sees their truck as a tool for lifestyle, not identity
• Emphasizes practicality, flexibility, and adventure
• Interested in sustainability, but not fanatical
• Prefers experiences over luxury
• May enjoy camping, mountain biking, or home reno projects
• Feels urban enough to avoid full-size trucks, but suburban/rural enough to need a bed

I'm not confused. Lol. Your diatribe just reinforces my point.