Blank slate narrative is a mistake, and that needs to change

[WA8YXM]

There is a new topic on this forum about lack of AM/FM radio as a critical safety problem. I don't really have an opinion on that particular topic, but this is a recurring pattern. People follow "blank slate" narrative and write a lot of negative opinions: this car doesn't have this, and that, and so on.

In fact, this is false narrative. Slate have all of that: radio, and speakers, and electric windows, and many many more. It's just optional equipment, if you don't want this, you don't have to pay for it. You see, how different is this approach?

Slate team avoids the word "option" at all cost. They stick to "less is more" narrative. Recent Jay Leno episode is a prime example of that. In my opinion this was pretty close to a PR disaster. Leno gave them soft ball questions, like where are the speaker. Slate spokerpesones answered them in a way, which actually amplified this negativity: oh, you can bring your Bluetooth speaker. What followed was hilarious. Leno was asking "it surely doesn't have climat control and something and something" and they had to defend themself against the most friendly host they can ever have. On safety they answered on "oh no, we had to include this because of regulations". If you need to explain to Jay Leno, that your car have basic safety equipment, you really really have a problem.

They never really explained how Slate truck actually HAS all the practical things, just as an option. They presented the car as it was basic and unable to upgrade. Yes, they spent a lot of time on wrapping and other niceties, but that wasn't a Leno concern! I would like to see data on this, but I believe this high profile marketing stunt didn't actually help strengthen Slate image.

This may hurt Slate. People do need to understand how they can have radio, speakers and electric windows. What was a marginal voice at first, seems to be a major source of criticism now.

I would like to know your opinion on that. And I hope Slate team is reading.

I remember when the radio was optional in all cars. In fact my first car... I installed a radio. In it.

 

[sidneyhornblower]

Recent Jay Leno episode... hey had to defend themself against the most friendly host they can ever have.

Your observation has merit. While I enjoyed seeing the slate in someone's hands, and I hope the Leno episode got Slate exposed to people who've never heard the name, I can't help but see it as a missed opportunity, or at least one that could have been so much better than it was.

 

[ScooterAsheville]

I believe irresistably low cost is the only way Slate sells stripped vehicles at scale. All the other advertising pitches are just fluff.

I actually owned two Slates for ten years and 100,000 miles each. They were stripped Ford Rangers, with a 140HP 4 cylinder engine, two-door single cabs, manual shift. Roll up windows - yes, roll up windows. I paid $15,000-ish for them.

Those two Rangers, fellow forum members, were essentially the Slates of their time. And they had a single selling point. Price. And price. And price.

So Slate can advertise and gaslight and sell narratives all they want. But people will buy a cheap stripper truck that is really poor at doing truck things for a single reason. Because it's irresistably cheap. And I wager the people at Slate already know that.

 

[sodamo]

I believe irresistably low cost is the only way Slate sells stripped vehicles at scale. All the other advertising pitches are just fluff.

I actually owned two Slates for ten years and 100,000 miles each. They were stripped Ford Rangers, with a 140HP 4 cylinder engine, two-door single cabs, manual shift. Roll up windows - yes, roll up windows. I paid $15,000-ish for them.

Those two Rangers, fellow forum members, were essentially the Slates of their time. And they had a single selling point. Price. And price. And price.

So Slate can advertise and gaslight and sell narratives all they want. But people will buy a cheap stripper truck that is really poor at doing truck things for a single reason. Because it's irresistably cheap. And I wager the people at Slate already know that.

Nope. i don’t see the Slate as irresistibly cheap, comparably so maybe, but also, EV, small 2 door factor, can do the truck things I want, DIY customizable. Take away any one of those and I lose interest. Current expected price not low enough to negate the other factors. I believe that is true for many if not most.

Rereading your Ranger portion, as I recall, Ranger wasn’t the only option in that form factor, price range and why I had Toyotas.

 

[ScooterAsheville]

My point wasn't that Slate is cheap. My point was that Slate has to be cheap. Very different statements.

When I think about Slate pricing, my mind wanders to resale value and depreciation. I wonder what Slates will be going for used after two years. That's gonna be even more interesting than the new price.

I would give anything to be a fly on the wall in the Slate offices, as they discuss how they will price the vehicle. They have access to markets studies, user clinics, etc. Actual data.

 

[AZFox]

Be sure to take all of the aspects of cost-of-ownership into account.

When I did some research and calculations I figured out the Slate could possibly save me about $1,000 per year (or more) in operating cost compared to similarly-priced Transportation Appliances. YMMV.

 

[RagedCarrott]

My Rivian doesn’t have AM radio 🤷‍♂️.
Shoot, my 88 Ford Ranger didn’t even come with a radio from the factory. It was an option!
I prefer the ability to add what I want and not be pushed into what I don’t need.

 

[sodamo]

Be sure to take all of the aspects of cost-of-ownership into account.

When I did some research and calculations I figured out the Slate could possibly save me about $1,000 per year (or more) in operating cost compared to similarly-priced Transportation Appliances. YMMV.

I compared to my Tundra. Average $100/month just in gas.

 

[ryun]

Disagree, should that happen 95% of coverage would be “$20k Slate now $50k. Or some such foolishness.

That is going to happen regardless.

 

[MotoGary]

Food for thought: Thousands of people in my area will spend $30K+ without hesitation or complaint for this. It's the best-selling UTV in the US.

90% of the time they just ride it around the neighborhood. Occasionally they haul it on a $4,000+ trailer for maybe 5-10 outings a year.

And we're complaining about no AM radio in a $25,000 EV Truck?

 

[SichuanHot]

I believe irresistably low cost is the only way Slate sells stripped vehicles at scale. All the other advertising pitches are just fluff.

I actually owned two Slates for ten years and 100,000 miles each. They were stripped Ford Rangers, with a 140HP 4 cylinder engine, two-door single cabs, manual shift. Roll up windows - yes, roll up windows. I paid $15,000-ish for them.

Those two Rangers, fellow forum members, were essentially the Slates of their time. And they had a single selling point. Price. And price. And price.

So Slate can advertise and gaslight and sell narratives all they want. But people will buy a cheap stripper truck that is really poor at doing truck things for a single reason. Because it's irresistably cheap. And I wager the people at Slate already know that.

You hit the nail on the head. The price is what initially grabbed my attention and interest in the Slate. The lack of features makes sense for a barebones transportation tool given it's priced accordingly. I'm sure many could compromise with no radio, no power windows, no sound insulation, halogen headlights, no speakers, no seat cushions, etc as long as it's priced under $20k. Unfortunately we already know that ship has sailed and the base Slate is likely to be in the upper 20s to probably touching 30k.

Food for thought: Thousands of people in my area will spend $30K+ without hesitation or complaint for this. It's the best-selling UTV in the US.

90% of the time they just ride it around the neighborhood. Occasionally they haul it on a $4,000+ trailer for maybe 5-10 outings a year.

And we're complaining about no AM radio in a $25,000 EV Truck?

Different markets. You're comparing something meant to be a toy for people who can afford something like splurging on a Corvette while having several other vehicles in their driveway. Slate is trying to be a daily driveable EV for people to commute through town to do their daily tasks.