Article: Ram CEO: Slate Vehicles Won't Be So Cheap Once Buyers Get Done Optioning Them Up

[evtruth]

I’m planning to get mine entirely blank with no add ons. It’s what the Slate is supposed to be, and that’s enough for me. Even the wraps, I think, are a little silly. The SUV kit has its place, but just about nothing else does.

It should be a dependable, reliable, simple vehicle, not something you use to pick up chicks at the bar. If you’re planning on using yours for that purpose, making a Slate something impressive to look at, you might need to rethink things in your life.

Same. The most basic I can get for me.

 

[evtruth]

Funny that they ask the RAM CEO for his expert opinion on an EV startup. Here is a company that is spending money developing new gasoline engines. Stellantis will be out of business in 10 years, 15 tops.

Nah, they'll just have to be bailed out again (along with GM) by taxpayers...

 

[AZFox]

I'd be willing to bet that 90% of slates sold to non fleets will be at least 25k+ even after incentive.

I'd take that bet, depending upon what the extended battery option costs.

Seems like a popular combo will turn out to be a Base Blank Slate plus Extended Battery and not much else. Rubber floor mats, maybe.

The Reservations Tracking List provides hints.

Maybe I'm just projecting my own preferences. That's human nature.

[...] My favorite truck that I’ve owned was a 2006 Ranger, regular cab, vinyl floors, vinyl seats, manual windows, 5 speed, no AC. Loved that truck.

No-frills small trucks are enjoyable. A near-blank Slate is what a lot of people will opt for once they realize it's a possibility.

The general idea is along the lines of "everything should be as simple as it can be, but not simpler", which is attributed to Einstein. That advice seems like it applies to small pickup trucks pretty well.

 

[Swinefuzz]

"...vast majority of people who buy base model cars are weird dweebs who feel some need to flex the fact that they paid for less on X (the money went into Y). Seriously, go join any of the "base model/underwhelming cars" groups anywhere, and see how many of the people there are just weirdos who feel a need to be contrary to everyone."

Lol. Ah. No...

God, a major corporate CEO acting like an internet bully troll. Literally trying to mean girl shame people for buying an affordable car. I miss the days where people who were in charge of stuff at least "seemed" to be grownups.

To me, being desperate to conform is what is weird. It's a sign of low self worth and is just sad. Having a mind of your own is a strength. This dickhead calls it weird. Just another reason not to buy a Ram, not that I was planning on it. Ever.

 

[SlatePossible2028]

God, a major corporate CEO acting like an internet bully troll. Literally trying to mean girl shame people for buying an affordable car. I miss the days where people who were in charge of stuff at least "seemed" to be grownups.

To me, being desperate to conform is what is weird. It's a sign of low self worth and is just sad. Having a mind of your own is a strength. This dickhead calls it weird. Just another reason not to buy a Ram, not that I was planning on it. Ever.

I said that, not Ram's CEO lol. Clarified it was about people who make their personality about it, which I've dealt with a bit too much in life

 

[Swinefuzz]

I said that, not Ram's CEO lol. Clarified it was about people who make their personality about it, which I've dealt with a bit too much in life

I apologize for attributing your comments to a d#$@ CEO. If they were in one of your comments, I must have skipped it over. I also have difficulties dealing with people's personalities. I have allergies and lately there's a lot of crap floating around in the air.

 

[cvollers]

I mean, he's right to be honest.

The vast majority of "basic" trucks that get bought are fleet trucks. This has been the case since basically forever. "Basic" Models have been shunned in the US since the 50s and the vast majority of people who buy base model cars are weird dweebs who feel some need to flex the fact that they paid for less on X (the money went into Y). Seriously, go join any of the "base model/underwhelming cars" groups anywhere, and see how many of the people there are just weirdos who feel a need to be contrary to everyone.


No, the vast majority of "basic" slates will be sold to fleets, plain and simple. That's assuming Slate sales among fleets actually takes off - and I think that will be the big thing here. I'd be willing to bet that 90% of slates sold to non fleets will be at least 25k+ even after incentive.

Im also willing to bet that, much like the maverick, that said pricing will be followed by a wave of social media whining about "how this was supposed to cost X so why don't the higher trim models cost the same as base?"

The entire "we want basic trucks!" Crowd on rhe internet is largely artificial. The Kei truck/basic truck/small truck movement popped up almost all at the same time, right around the time mavericks were flying off the lot. Overall it seems to have been some sort of effort to fuck with maverick sales, or something. I highly recommend tracking accounts and creation dates if you wanna see this in action.

The question at the end of the day is will Slate succeed with fleets and with regular customers. The fact that most non-fleet buys won't be basic is just that - a fact

I think the vast majority of new cars purchased are those bought on spec by the dealer that are sitting on the lot. Dealers never buy base trim cars/trucks because that's not where the margin is for the auto maker. Because so few base trim models are purchased by dealers, so few base models are purchased by consumers. Now if people could buy base models direct from the auto makers (like a Slate for instance), that could change things up significantly. Call it much needed disruption of the status quo.

 

[SlatePossible2028]

I think the vast majority of new cars purchased are those bought on spec by the dealer that are sitting on the lot. Dealers never buy base trim cars/trucks because that's not where the margin is for the auto maker. Because so few base trim models are purchased by dealers, so few base models are purchased by consumers. Now if people could buy base models direct from the auto makers (like a Slate for instance), that could change things up significantly. Call it much needed disruption of the status quo.

The only vehicle of recent make i can think of that did this was thr basic 2 door bronco. Now, granted, that actually sold more units than Ford could make, and Ford had to stop sales to catch up. But that as a basic configuration also served a purpose. It's likely the same for wranglers

 

[atx_ev]

I mean, he's right to be honest.

The vast majority of "basic" trucks that get bought are fleet trucks. This has been the case since basically forever. "Basic" Models have been shunned in the US since the 50s and the vast majority of people who buy base model cars are weird dweebs who feel some need to flex the fact that they paid for less on X (the money went into Y). Seriously, go join any of the "base model/underwhelming cars" groups anywhere, and see how many of the people there are just weirdos who feel a need to be contrary to everyone.


No, the vast majority of "basic" slates will be sold to fleets, plain and simple. That's assuming Slate sales among fleets actually takes off - and I think that will be the big thing here. I'd be willing to bet that 90% of slates sold to non fleets will be at least 25k+ even after incentive.

Im also willing to bet that, much like the maverick, that said pricing will be followed by a wave of social media whining about "how this was supposed to cost X so why don't the higher trim models cost the same as base?"

The entire "we want basic trucks!" Crowd on rhe internet is largely artificial. The Kei truck/basic truck/small truck movement popped up almost all at the same time, right around the time mavericks were flying off the lot. Overall it seems to have been some sort of effort to fuck with maverick sales, or something. I highly recommend tracking accounts and creation dates if you wanna see this in action.

The question at the end of the day is will Slate succeed with fleets and with regular customers. The fact that most non-fleet buys won't be basic is just that - a fact

There are certain things I want

1) smaller form factor. You cant get a 173 inch maverick. This is important for people that live in cities and have to park on crowded streets, or have smaller garages.
2) no infotainment. I find myself very annoyed by the brightness of the infotainment giant screens that I cant turn off. It interferes with my night driving
3) electric - all my cars will be evs. I want a sprinter van with EREV capability for road trips, but daily driving will be all EV. This isnt to save money, but so that I dont have to go to the gas station, go in for regular service, or get emissions testing.
4) maintainability - much easier self maintenance.

non electric everything is a bonus, but if it was cheaper to have electric windows/door locks Im fine to take those.

 

[Swinefuzz]

it doesn’t seem to occur to this Ram CEO that people can upgrade later instead of needing to pony up an additional “$15K” up front.

He's a CEO of a major carmaker. His base salary is multiple millions/yr and his bonuses are many more multiple millions/yr. He doesn't know what poor means. He doesn't relate to someone who CAN'T pay for everything all at once, so he assumes everybody's gonna fully load it up on day one.

Only once in my life have I bought a loaded car. In my late 20s, I worked extremely hard and made great money and bought my dream car, ordered fully loaded from the factory. I soon regretted it because I realized none of those features were important to me. If time machines existed I'd go back and save myself $5K. I've literally stripped my Jeep of all the features I never used and now it's a blank slate. All other cars I've owned were bare bones because that's what I could afford. Can't tell you how many times I've looked at what's on the lot and told a salesperson I can't afford this and started to walk away only to have them stop me and then show me what they've "got in the back" that's actually affordable. They hide that stuff away until they know they are going to lose your $ale.

The reason people buy fully loaded cars is because that's mostly what's on the lots because that's mostly what carmakers make. It's a problem the carmakers created and they blame the customer because when that's what the customer buys, it "proves" that's what the customer wants. Big corporations are only interested in maximizing profits, not serving their customers' needs. Now he's doing interviews to badmouth an upstart carmaker to put out the narrative into the media that Slate Auto is doomed to fail and customers only want something fully loaded. He's also scared because all the American carmakers have seen what China's doing and they know the clock is ticking. He also seems unaware that there are MILLIONS of people like me who are holdouts, not buying anything because they refuse to play this game and go into extreme debt to acquire basic transportation, so they keep their daily driver going, year after year.

CEOs are C U Next Tuesdays.

With their expensive cars that can't be fixed by the owner and their underhanded sales tactics, I seriously see myself never buying another car from a major American automaker. I've been so thoroughly disgusted with them and their products for so long. This c*nt's attitude in this interview only solidifies my feelings for them. They've betrayed Americans by turning one of life's basic necessities, transportation, into an unaffordable luxury and making it nearly impossible not to buy it. It's extortion. I hope all the big automakers die, quite frankly.

 

[SlatePossible2028]

He's a CEO of a major carmaker. His base salary is multiple millions/yr and his bonuses are many more multiple millions/yr. He doesn't know what poor means. He doesn't relate to someone who CAN'T pay for everything all at once, so he assumes everybody's gonna fully load it up on day one.

Only once in my life have I bought a loaded car. In my late 20s, I worked extremely hard and made great money and bought my dream car, ordered fully loaded from the factory. I soon regretted it because I realized none of those features were important to me. If time machines existed I'd go back and save myself $5K. I've literally stripped my Jeep of all the features I never used and now it's a blank slate. All other cars I've owned were bare bones because that's what I could afford. Can't tell you how many times I've looked at what's on the lot and told a salesperson I can't afford this and started to walk away only to have them stop me and then show me what they've "got in the back" that's actually affordable. They hide that stuff away until they know they are going to lose your $ale.

The reason people buy fully loaded cars is because that's mostly what's on the lots because that's mostly what carmakers make. It's a problem the carmakers created and they blame the customer because when that's what the customer buys, it "proves" that's what the customer wants. Big corporations are only interested in maximizing profits, not serving their customers' needs. Now he's doing interviews to badmouth an upstart carmaker to put out the narrative into the media that Slate Auto is doomed to fail and customers only want something fully loaded. He's also scared because all the American carmakers have seen what China's doing and they know the clock is ticking. He also seems unaware that there are MILLIONS of people like me who are holdouts, not buying anything because they refuse to play this game and go into extreme debt to acquire basic transportation, so they keep their daily driver going, year after year.

CEOs are C U Next Tuesdays.

With their expensive cars that can't be fixed by the owner and their underhanded sales tactics, I seriously see myself never buying another car from a major American automaker. I've been so thoroughly disgusted with them and their products for so long. This c*nt's attitude in this interview only solidifies my feelings for them. They've betrayed Americans by turning one of life's basic necessities, transportation, into an unaffordable luxury and making it nearly impossible not to buy it. It's extortion. I hope all the big automakers die, quite frankly.

"Goes off about American car makers needing to die and Chinese cars for the 3rd time in an unrelated thread with the exact same story while making ridiculous claims"

The Chinese spend $15B a year on social media propaganda, you'd think they'd be better at it

 

[SlateChick]

I’m fine with the BLANK SLATE

If I want creature comforts then I’ll take my Tesla that day.

 

[SlatePossible2028]

I'd take that bet, depending upon what the extended battery option costs.

Seems like a popular combo will turn out to be a Base Blank Slate plus Extended Battery and not much else. Rubber floor mats, maybe.

The Reservations Tracking List provides hints.

Maybe I'm just projecting my own preferences. That's human nature.



No-frills small trucks are enjoyable. A near-blank Slate is what a lot of people will opt for once they realize it's a possibility.

The general idea is along the lines of "everything should be as simple as it can be, but not simpler", which is attributed to Einstein. That advice seems like it applies to small pickup trucks pretty well.

Im willing to bet the most popular loadout will be base battery, pickup, power windows and extra speakers, simple 1 color wrap and floormats/center console.

Imo center console should be standard. Clip board type like gm/Ford truck have/had

 

[TexasSlate]

Tim Kuniskis is a smart cookie, and I think he'll get things turned around for Ram. But he isn't telling the whole story here, and for his business model, he probably can't.

Regulation has basically killed any hope of selling a gas-powered small truck in the USA. This is the same reason that subcompact cars have largely gone the way of the dodo. (Explainer here: )

However, as an EV truck, Slate doesn't have to worry about EPA regulations because it will always qualify. The only way Ram can bring a small truck to the USA is if they bring a BEV or PHEV version, and they don't have the ability, yet, to make those vehicles affordably. I'm pretty sure if they could do it profitably, they'd bring such vehicles to market. But they can't, so they spin.

 

[SichuanHot]

The RAM CEO makes a good point for those who plan to option the Slate to the max. However, even with the options it's still better than anything RAM has to offer. It sounds like he's just salty RAM doesn't have anything comparable. Not innovating in the EV space doesn't help them either. The EV Charger is a total flop and embarrassment.