Expected price now "Mid-Twenties" for Slate truck

[Mightytalldude]

$28k still well within my budget. This will be a 100% 120 mile daily commute vehicle. Work will have ev chargers in the parking lot, if needed, the house has 10.2kW solar, and a buddy giving me his old L2 7kW charger as he got a Wolfbox unit given to him to test. Down here in the world of Teslas and Musk, would much rather have unique, simplicity and modularity.

 

[Mightytalldude]

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 almost feel seen 😁 although out of this age range as I'm Gen X. Bueller? Bueller? Bueller?

 

[Dorbiman]

Slate Truck, Rivian R3, and the VW ID.Polo/GTI (formerly the ID.2) are all on my radar. I want the Slate, but if it ends up being >$30K with the long range pack, then I'll have to really do some consideration