Slate's Entire Marketing Campaign is Completely Wrong

[SlatePossible2028]

I've been looking at more and more at slate's marketing and commercials, and im convinced they've got it completely wrong. Let me explain my logic here.

What is a Slate truck? What is the Premise of it?

A Slate truck is a basic, affordable, RWD, compact modular pickup. It has the ability to also change into an SUV.

All of those things, besides the SUV, scream "utilitarian, affordable work vehicle".

So, naturally, you'd think slate would be marketing to fleets, construction, and trying to take a small share of the SXS market, right?

But no. They aren't. Instead, slate seems completely bent on selling themselves to people who you'd be the last to think would buy a "utilitarian American made pickup".

Recent ads for example. They did one showing what kind of....handbags....you can fit in the Slate. And they also did another showing them filling the frunk with millenial nostalgia bait junk. The only slate ad showing any real work/load is the one with the lawn equipment, and all of that lawn equipment would fit in most regular vehicles today, so that wasnt particularly impressive.

Now, I understand that the slate is not a full size 1500, but it would make more sense to show it off in a work environment.

But then, you get to the real world events. And, where is slate going? You'd think things like conventions regarding industries, state fairs, car shows, right?

Nope. Coffee shops. Farmers markets. Things like that. Always showing off a basic, utilitarian truck, surrounded by people who likely drove there in $80k crossovers.

And finally, they keep trying to show off the "fun" slates. Cool and good, im glad there are fun builds. But, again, they showed these off at.....coffee shops and farmers markets, in urban areas.

Here's a thought. Slate is a midwestern automotive company. Maybe, just maybe, instead of marketing a rwd beach truck to a coffee shop, maybe send a lowered slate truck, to, idk, maybe GRIDLIFE? You know, that huge racing and car festival that has 2 major events in rhe midwest in the summer that have 10s of thousands of people? Have a booth setup, let the thousands of, you know, YOUNG PEOPLE THERE WHO ARE INTO CARS, AND WHO ARE SEARCHING FOR AFFORDABLE CARS, SEE YOUR FUN LOWERED TRUCK. And maybe, just maybe, send one around the track?

But, no, Slate is too busy showing a beach themed (but no 4x4) slate to a bunch of people at an uppity coffee shop in urban Detroit.

It just all seems backwards to me. You've got a truck thats specifically built as a barebones compact work vehicle with fun options, and almost all the marketing seems aimed at millenials with manbuns who shop at trader Joe's and are DEFINITELY NOT the crowd that goes "wow, I really wanna buy an American made pickup truck built by hardworking midwesterners!". Its like Slate is banking on the quirky factor or something. It drives me nuts.

Does anyone else share a similar concern?

 

[Letas]

Slate has two unique selling points. American made. Low price.

It’s not winning on comfort, or range, or accessibility, or utility. That’s okay- it’s not trying to.

But one of those selling points is still up in the air, we don’t know the price.

I think Slate is trying to get their name out as wide as possible, not to say “we do this better than anyone else”, but “look at our simple (affordable) car that can do what you already do with your car.

It’s tough to market a product that doesn’t have a ton of unique selling points.

 

[jonnycando]

By the time I'm able to get one I'll be retired, I want the AWD version with an suv kit....and extended range battery and if it is even tow capable I will try to tow with it. But in the end what do retired people do, drive around the country, maybe, go for coffee every morning. I think the slate people know how it will be used by most. Some of us will use its truck abilities but in reality not many. But then they might be pitching commercial buyers in commercially focused sites....

 

[AZFox]

Hmmm... Needs to be something that will fit into the attention span of a firefly.

How about this, titled "You Can Fit a Big Block in a Slate Truck"

Show some dudes at the speed shop using a forklift to put a shiny V8 into the bed of a Slate Truck and strapping it down.

Let this back seat guy stay home for this one.

 

[Crazygutgut]

Marketing doesn’t always get it right, but a good car is a good car no matter how you market it. When Scion marketed the XB in America their commercials were full of young people out all night and partying at raves, however the demographic that predominantly bought that car new was boomers, because it was practical and efficient. If I recall the Kia Soul was similarly advertised to young people and was popular with older people.

I am a gen x car guy, I am very attracted to its practicality and it’s the first EV I’ve ever been interested in. Marketing doesn’t always work on me but clearly the things I like about it got through to me, I think it’s getting through to others. Now I’m just waiting to see one in person /drive it to see if it’s what I expect. ( I hope it is!)