Slate's Entire Marketing Campaign is Completely Wrong

[SlatePossible2028]

I was moreso commenting on the “vocal minority” comment. CT must be a top 5 most hated vehicle of all time, probably #1 today.
What makes you say it’s the greatest vehicle ever conceived?

To be completely level here, court of public opinion is useless. Its even more useless in the automotive space, and especially so in the "american electric car" space which is dominated by Chinese bots and Tesla whiners.

Is the Cybertruck hate worthy? Probably not. Its really no different than the Hummer EV, the difference being that the Hummer EV looks decent and has established branding. The CT is just an ugly version of the Hummer EV, and they are in the same market, "Large Luxury electric SUTs"

What the CT is is worthy of criticism for not doing anything particularly well.

 

[Mark in N. E. Ohio]

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?

I worked in the retail merchandising industry for over 35 years and your analysis and critic of Slate's marketing strategy is 100% correct. The season for State and County fairs is now through September.. Those are some prime potential customers. Construct a list of national and state conventions for vehicle fleet buyers, construction companies, and delivery service outfits and display the Slate vehicle 'loud and proud'. Maybe even re-evaluate your existing marketing company or add another company to your team.

 

[mikell]

I just retired / surrendered from marketing after 22 years. We reached the point the only people they wanted to sell to are 25 -35 YO professionals that live in big cities. I tried but then COVID hit and everything and everybody changed. They in a roundabout way told me I was getting old. I reminded them sales are down 30% in the last 5 years. My idea request were denied and one Friday I just went home never to return.

 

[Duke Slater]

I was moreso commenting on the “vocal minority” comment. CT must be a top 5 most hated vehicle of all time, probably #1 today.
What makes you say it’s the greatest vehicle ever conceived?

I could write an essay on the subject, but all the info is already out there. Steer-by-wire and 4 wheel steering are the big ones for me. As for all the other things it offers, people just need to go test drive it instead of allowing social media to tell them how to feel about it.

 

[Letas]

I could write an essay on the subject, but all the info is already out there. Steer-by-wire and 4 wheel steering are the big ones for me. As for all the other things it offers, people just need to go test drive it instead of allowing social media to tell them how to feel about it.

CT doesn’t have crab walk, does it?
Sounds like the hummer EV is even better!

Just joking, glad you like it. Not every car has to be for everyone, and I appreciate Tesla breaking the mold, even if it’s not my cup of tea.

As for best car of all time? If 100 people made 100 top 10 lists, we’d probably get 100 unique answers. And that’s just fine!

 

[SCUDDOG]

Slate better appeal to a wide range or buyers of this concept is DOA. Focusing on the coffee shop crowd will be a massive fail. I can see small business owners adding this to their fleet as an economical alternative to their other vehicles. Other businesses will see value in wrapping the vehicle in their custom logos, etc... I agree with the original post that claims that Slate is missing the boat on marketing. And for those arguing that Slate needs to wait to begin marketing, they can join the ranks of the misguided. Slate needs to build momentum now, not when production begins. 100K reservations was a fair start. By the time that trucks are rolling off the line, the figure needs to be triple that to confirm interest in the vehicle. Also, Slate needs to GTFO of the North for their demos and get to the South. Logistics aside, they are missing out of a chance to showcase their truck to an incredibly large audience by staying in Michigan in Ohio.

 

[1BadAZRaptor]

Slate should have Tim Allen drive a BinFord 2000 Slate pickup in his new "More power" sitcom.

 

[atx_ev]

Im close to the perfect audience.

0) I want an EV for the simplicity and so I dont need to get gas or get service.
1) I drive by myself most of the time
2) the hobbies I do are dirty - hunting, mountain biking, kitesurfing
3) I do lots of home projects that require hauling stuff, but not towing
4) I infrequently need to move large items
5) I want a smaller truck as my bigger truck is unwieldy to drive around and park
6) I dont care about gadgets/infotainment/audio

----
I can see a few profiles:
1) young people that live in urban areas (need small) that have similar hobbies to what I have (dirty/sandy/bloody) and dont have kids (dont need two rows) or do have dogs.
2) older suburban/rural people (kids are gone) that work on their home (need a truck)
3) wealthier suburban families that want a truck for house work, but dont need it as their primary car
4) businesses that need a light duty in town truck - pool companies, some light landscaping, construction, etc

 

[Dorbiman]

I think its funny seeing people get all twisted up about the marketing strategies so far. I'll probably get some hate for this, but whatever.

None of us need to be marketed to. They've already snagged over 100K reservations. At this point, they can try to drum up appeal and demand with other demographics that may not be tuned in to automotive news and EV hype.

I don't care if their marketing is "low-T" as one user put. I'm very confident in myself and my status as a man that I don't care if their social media posts don't show a Slate crawling over boulders or towing a 24' boat, or whatever else. I don't care if the horn is "meep meep". It's a horn, not a tool to announce how manly I am.

The videos they put out are fun. Yeah, show how you can put on the SUV topper and pack in a few friends, or pack a bunch of lawn care tools in the bed, or play with your dog. Sure, show the backup camera, that's fine. Indeed, I am unbothered if they show bags or purses in a truck.

 

[Letas]

I think its funny seeing people get all twisted up about the marketing strategies so far. I'll probably get some hate for this, but whatever.

None of us need to be marketed to. They've already snagged over 100K reservations. At this point, they can try to drum up appeal and demand with other demographics that may not be tuned in to automotive news and EV hype.

I don't care if their marketing is "low-T" as one user put. I'm very confident in myself and my status as a man that I don't care if their social media posts don't show a Slate crawling over boulders or towing a 24' boat, or whatever else. I don't care if the horn is "meep meep". It's a horn, not a tool to announce how manly I am.

The videos they put out are fun. Yeah, show how you can put on the SUV topper and pack in a few friends, or pack a bunch of lawn care tools in the bed, or play with your dog. Sure, show the backup camera, that's fine. Indeed, I am unbothered if they show bags or purses in a truck.

Very fair. Why would you market to the users of this forum- we are free advertising for the company!

It will be interesting to see how/if they try to capture current truck demographics. The slate doesnt have a big turbo that goes whoosh, or take up two parking spots, it can't drive over a 5 year old standing up straight. Will slate try to steal those customers, or lean away from it entirely.

 

[SlatePossible2028]

I think its funny seeing people get all twisted up about the marketing strategies so far. I'll probably get some hate for this, but whatever.

None of us need to be marketed to. They've already snagged over 100K reservations. At this point, they can try to drum up appeal and demand with other demographics that may not be tuned in to automotive news and EV hype.

I don't care if their marketing is "low-T" as one user put. I'm very confident in myself and my status as a man that I don't care if their social media posts don't show a Slate crawling over boulders or towing a 24' boat, or whatever else. I don't care if the horn is "meep meep". It's a horn, not a tool to announce how manly I am.

The videos they put out are fun. Yeah, show how you can put on the SUV topper and pack in a few friends, or pack a bunch of lawn care tools in the bed, or play with your dog. Sure, show the backup camera, that's fine. Indeed, I am unbothered if they show bags or purses in a truck.

Its not so much about about "low T" as it is about tapping into other markets that the slate is perfect for.

Many people, including myself, don't care for electric cars because they are too often marketed not only as usually expensive, luxurious cars, which gas cars do better, but also because they are sold specifically in a handful of relatively limited configurations. If you want an electric car, you're limited to crossovers, hatchbacks, very expensive non utilitarian suvs and trucks, and the occasional sedan.

The slate breaks out of that market. Hence why I take an interest in it. Its genuinely a tool that would make an excellent replacement for an SXS, especially since thr road going ones are creeping up on 50k, and its an excellent vehicle as a farm to town or parts truck runabout.

Based on what im reading, people seem to think that im some sort of brochacho trying to manly up the slate. Im not. Im a blue collar worker who's brought this vehicle up to numerous coworkers, who are, in rheir own words, willing to look past the electrification of the slate due to the low cost and utility. The same goes for me.

I think thats a huge market thats being left untapped - people who are looking for something specifically for a runabout or an affordable SXS replacement are likely willing to look past the electric part for the cost and utility. My Coworker specifically wants one of these to go to work and back and to tow his little pop up camper to the lake. I have family members interested because for them its a compromise - instead of taking the 7.3 to town for basic errands. Etc etc.

But these people only know about it, because ive talked to them about it. Thats the point. Slate needs to make it a point to expand their reach outside of what looks like a comfort zone. I like sxs but the sxs replacement angle needs to be pushed most imo

 

[sodamo]

Wonder who has studied why the Toyota Tacoma has been top selling vehicle in Hawaii last 2 decades? I’d say majority of the advertising I see doesn’t even apply here. Many have toppers. Many have racks. Many are the old style 2 door minis.

 

[Dorbiman]

I can see this little truck being a hit with old dudes. My grandpa drove an old Ranger forever. Seems like a great fit too, though I don't know how to market this little truck to old guys lol

 

[Letas]

Wonder who has studied why the Toyota Tacoma has been top selling vehicle in Hawaii last 2 decades? I’d say majority of the advertising I see doesn’t even apply here. Many have toppers. Many have racks. Many are the old style 2 door minis.

Pretty simple. Lots of Asian Americans. Bad roads. Small truck fits in cantankerous parking spots. Don’t need to tow long distances.

Add in a couple decades of success, “my buddy has one, he loves it”, it becomes a cult classic.

 

[RichEmp]

I totally disagree. Their marketing is focusing young college kids that can’t afford an expensive car. I feel the same thing as Scion used to be. I don’t believe for the price of their blank slate any worker or contractor would get use out of it. It’s going to be not built strong enough for that.