Slate Marketing is making me lose interest.

[KevinRS]

On what do urban people need a truck for, you can't even buy a TV in the most common and popular sizes now without either getting it delivered or having a truck. Same with getting appliances, etc.
At the same time, a lot of people out in the country probably need significantly more "Truck" meaning heavier hauling, 4wd, etc. Doubling or tripling the tow capacity isn't going to let them pull a horse trailer or anything like that.

 

[RedJoker]

meh, I don't think there is as big of a difference between "city people" and "rural people" as people think. Everyone simply wants a vehicle that does what they want it to do. If you need it to tow a lot, whether it's a hipster sculptor hauling granite or a rural cattle farmer, this isn't the vehicle for you. If you need to haul a little, whether its your five bags of mulch or as a parts truck to keep the combines running, this vehicle might work. I'm not disappointed that it isn't showing my use case of hauling pot bellied pigs and weekend trips to take care of my elderly parents.

 

[Driven5]

It would be cool if they showed it actually doing some some other things than cruising the city.

Like what, exactly?

They appear to have two main sets of prototypes in use. One for marketing, and one for testing.

The marketing trucks need to look more finished than they are but don't need to be fully functional. The testing trucks needs to be functional but don't need to look more finished than they are.

In addition to the superficial videos, Slate has also put out some videos of their testing, like hot grade towing and cold weather. Apparently that's not appealing to you either though.

I'm curious then... If you were in charge of marketing, and had an extremely valuable, hand built, looks more finished than it is, semi-functional prototype, that you couldn't risk doing any real damage to to the unfinished bits... No public road speeds, no rough roads, and no substantial loading... What exactly would you be creating for your marketing videos with it to capture the attention and imagination of as many 'rural' people as possible?

 

[Driven5]

meh, I don't think there is as big of a difference between "city people" and "rural people" as people think.

But that doesn't fit into the whole 'us vs them' narrative!

 

[Nivek]

meh, I don't think there is as big of a difference between "city people" and "rural people" as people think. Everyone simply wants a vehicle that does what they want it to do. If you need it to tow a lot, whether it's a hipster sculptor hauling granite or a rural cattle farmer, this isn't the vehicle for you. If you need to haul a little, whether its your five bags of mulch or as a parts truck to keep the combines running, this vehicle might work. I'm not disappointed that it isn't showing my use case of light farm work and weekend trips to take care of my elderly parents.

At the same time, throwing some meaty tires on it and showing it pulling a trailer of Kayaks would probably interest allot of people and excite them... or create a new vision for this product. That kind of marketing for this truck is missing. Plenty of marketing toward hipsters, it wouldn't hurt to throw other crowds a bone. In a month and a half people are going to decide to throw real money down.

 

[Nivek]

Like what, exactly?

They appear to have two main sets of prototypes in use. One for marketing, and one for testing.

The marketing trucks need to look more finished than they are but don't need to be fully functional. The testing trucks needs to be functional but don't need to look more finished than they are.

In addition to the superficial videos, Slate has also put out some videos of their testing, like hot grade towing and cold weather. Apparently that's not appealing to you either though.

I'm curious then... If you were in charge of marketing, and had an extremely valuable, hand built, looks more finished than it is, semi-functional prototype, that you couldn't risk doing any real damage to to the unfinished bits... No public road speeds, no rough roads, and no heavy loading... What exactly would you be creating for your marketing videos with it to capture the attention and imagination of as many 'rural' people as possible?

Man this group is pedantic and surly. Man buns gone wild.

No, I like the teardown and testing videos, they are just few and very far in between. If you follow their marketing channels it's 95% California running multicolored toy looking versions of the slate. It has a truck bed and a towing and payload capacity for a reason. Maybe show it towing a trailer. 1000lbs is nothing, sedans tow that with ease. These prototype trucks are more than capable of doing that.

 

[Nivek]

Like what, exactly?

They appear to have two main sets of prototypes in use. One for marketing, and one for testing.

The marketing trucks need to look more finished than they are but don't need to be fully functional. The testing trucks needs to be functional but don't need to look more finished than they are.

In addition to the superficial videos, Slate has also put out some videos of their testing, like hot grade towing and cold weather. Apparently that's not appealing to you either though.

I'm curious then... If you were in charge of marketing, and had an extremely valuable, hand built, looks more finished than it is, semi-functional prototype, that you couldn't risk doing any real damage to to the unfinished bits... No public road speeds, no rough roads, and no substantial loading... What exactly would you be creating for your marketing videos with it to capture the attention and imagination of as many 'rural' people as possible?

I dont think you understand how a vehicle launch happens. If they are truly 6 months away from release, they should be well through design verification and validation. That was what the videos were they posted of testing it on ice and long term reliability testing.

Meaning they have produced and tested tested "production representative" prototypes meeting their design criteria. IE, they had trucks pull things, haul things, etc. They have trucks capable of doing it, they just arent advertising it.

 

[TPL]

Out of curiosity, where are people seeing Slate marketing? I don't think I've seen any advertisements for Slate at all. And I only sometimes use ad blockers (I have a couple ad supported web sites that I want to support by not blocking.)

 

[ScooterAsheville]

And if Slate has any common sense, you won't see conventional ads for at least a year. Because it's wasted money. They have a whole group of fans that will keep the slowly-ramping factory busy for all of 2027 (even if the reservation conversion rate is one in ten). And Slate will be all over social media. Every influencer on the planet into autos, and a few who aren't, will be clamoring to make advertising dollars by reviewing a Slate.

So hey, come 2028, if the order list starts slowing down, do conventional advertising. Until then, that's money you don't have to spend. All eyes are on you without you spending a dollar.

For reference, Ford did not seriously advertise the Maverick for several years. They didn't have to. It's only the last year or so that you're starting to see Mavericks in commercials.

 

[SparkYellow]

Now that you mentioned it, I agree, folks in the Slate commercials are more preppy than rugged. Even the thrifting/hauling was very metro-ish. They are more like current EV owners than traditional truck owners. I am neither but support whatever helps promote Slate. 🙂

 

[SparkYellow]

Out of curiosity, where are people seeing Slate marketing? I don't think I've seen any advertisements for Slate at all. And I only sometimes use ad blockers (I have a couple ad supported web sites that I want to support by not blocking.)

For me it is YouTube. Clips so short that I have to watch multiple times to have a better look at the truck itself. 😂

 

[NMNeil]

Yeah, it doesn't influence me that much, because like I said I still plan on buying it. But the marketing is kinda killing the excitement. It would be cool if they showed it actually doing some some other things than cruising the city. The truck is being engineered in the Midwest and built in country in the Midwest, but all of the marketing has been it running around California doing artsy city things. They did take it to the rodeo, but it had livery that would suit the Beyonce country album or Croc cowboy boot.

Could be worse, they could have hired the Jaguar ad agency.

 

[Driven5]

Man this group is pedantic and surly.

Welcome to the internet, home of the pedantic and snarky. As sensitive as you seem to be, to everything from marketing to disagreement, it's a wonder you've lasted as long as you have.

None of their marketing videos are aimed at me either... That meant that I had a choice: 1) Follow the marketing and whine about it not showing their balanced RWD vehicle doing performance driving enthusiasts things. 2) Follow the marketing and have thick enough skin to not care. 3) Not follow the marketing.

I chose a combination of 2 and 3. Since 2 doesn't seem to be working for you, perhaps try 3... Or stick with 1 if you prefer. It's no skin off my back.

I dont think you understand how a vehicle launch happens. If they are truly 6 months away from release, they should be well through design verification and validation. That was what the videos were they posted of testing it on ice and long term reliability testing.

Meaning they have produced and tested tested "production representative" prototypes meeting their design criteria. IE, they had trucks pull things, haul things, etc. They have trucks capable of doing it, they just arent advertising it.

Nope... No idea how product development and new product introductions work.

You even quoted where I said they've got the functional testing trucks that don't have to be kept pretty... They just obviously aren't giving those to marketing, because engineering has more important things to do with those trucks if they want any chance of staying on schedule. All marketing appears to get access to so far are the least functional trucks, that aren't on the critical chain, and recording of the functional testing. That's a limitation the people tasked making their content have zero control over.

 

[atx_ev]

I'll be honest, I jumped to reserve the slate as soon as I heard of what it was. It peaked my interest immediately with its highly customizable nature, keep it simple stupid design. But does anyone else feel put off by the marketing? All of the ads are some highly metro version of this little truck. I have a little homestead and am planning on getting it to commute to work as well as pick up bags of grain, hay, chicken feed, whatever else I want to put in the back. I plan on putting some grippy tires on it and making it look more offroad than a starbucks runner. All of the advertisements I see are catered towards artsy, city dwelling people. I want to see it do a little work. Get a little dirty. It's starting to feel like I'm not a part of audience.

Edit: I still plan on buying one and I have the cash set aside. But its discouraging.

I dont care who else is driving it or who the target audience is. If it works for me then it does. I dont care about image thats why I love that I dont have to pay for paint.

If I dont have to pay for market too, thats great also

 

[Nivek]

Welcome to the internet, home of the pedantic and snarky. As sensitive as you seem to be, to everything from marketing to disagreement, it's a wonder you've lasted as long as you have.

None of their marketing videos are aimed at me either... That meant that I had a choice: 1) Follow the marketing and whine about it not showing their balanced RWD vehicle doing performance driving enthusiasts things. 2) Follow the marketing and have thick enough skin to not care. 3) Not follow the marketing.

I chose a combination of 2 and 3. Since 2 doesn't seem to be working for you, perhaps try 3... Or stick with 1 if you prefer. It's no skin off my back.


Nope... No idea how product development and new product introductions work.

You even quoted where I said they've got the functional testing trucks that don't have to be kept pretty... They just obviously aren't giving those to marketing, because engineering has more important things to do with those trucks if they want any chance of staying on schedule. All marketing appears to get access to so far are the least functional trucks, that aren't on the critical chain, and recording of the functional testing. That's a limitation the people tasked making their content have zero control over.

Definitely not sensitive.. just dont understand the nitpicking and arguing over dumb things. Marketing is to interest people in a product and its clear that all of slates efforts are working toward the urban hipster type. Pretty cut and dry. And to argue they cant do otherwise because of their prototypes is comical to say the least. I care less either way, Im still buying it and running it for whatever I want. Just gonna unfollow the slate socials.