Why Doug DeMuro Thinks the Slate Truck Will Fail

[cvollers]

For sure. Something is worth what people will pay!
I personally get caught up in the eternal battle, knowing I’ll likely need to spend thousands of dollars to make this car “mine”. Impossible to speculate on value until we get pricing for mods too

I disagree. The base Slate as delivered offers tremendous value for the right buyer. The price is low. It transports people safely on the highway. It includes airbags and cruise control. It is low cost to maintain. Its fuel is lower cost than gas. It will carry a stack of 4x8 sheets. Its easy to park. It can be transformed into a SUV or small cargo van. It can be easily customized. If you don't like the color you chose, you can easily change it. Is it feature-rich and full of tech like a Rivian? No...on purpose. A Rivian buyer is not their target. Heck, an Ioniq 5 buyer is not their target.

Doug seems to think that auto companies (even start-ups) should be able to offer all these features and technology while also keeping prices low. Where is the data to support that position? Rivian is learning how hard it is with high prices...they are way underwater with little hope of turning a profit anytime soon.

 

[cvollers]

These companies have years of sales data to run off of. For sure could they be complacent. But it is much easier for an established company to use internal data and run a trial.

As for the bezos claim, he surely is. But I think his name is carrying more weight than it is worth. His investments cast a WIDE net, many of which are undisclosed. Surely a vote of confidence having his investment, but not much more

My point is that despite his wealth, Jeff Bezos is careful with his money. If you know anything about how Amazon started and the ritual of employees building their own desks at the Beacon Hill HQ, you'd agree with me. He's tight with his money.

 

[Letas]

My point is that despite his wealth, Jeff Bezos is careful with his money. If you know anything about how Amazon started and the ritual of employees building their own desks at the Beacon Hill HQ, you'd agree with me. He's tight with his money.

For sure. I used to work at Amazon, I know it well.
Digging into his portfolio… lots of winners there. Hope Slate is on that list in a few years!

 

[zipn]

Other car companies spend a fortune on home grown yet crappy Infotainment systems. Slate is avoiding that along with the headaches of an epa friendly paint booth and changing pant production runs. Really simple manufacturing with I think 1/4 of the discrete parts usually required to build an auto. They may be in the black sooner than expected.

 

[slateya]

Doug can eat 100,000 eggs as of yesterday. There is a market.

 

[GaRailroader]

Doug can eat 100,000 eggs as of yesterday. There is a market.

Was there an announcement yesterday that I am not aware of? Perhaps 100,000 pre-orders already?

 

[skidoofast]

Was there an announcement yesterday that I am not aware of? Perhaps 100,000 pre-orders already?

https://electrek.co/2025/05/12/slates-20k-electric-pickup-suv-100k-reservations/

 

[JeffVA]

Another reason demand will be high is because many people "need" a truck, it's not an option. I live in a rural area and we have to haul our trash to a trash collection facility. I'll be damned if I do that with my luxury SUV. I use my truck less than 4k miles per year so this truck will easily last me and my needs for 20+ years.

I was watching another YouTube video on EV batteries and they were reviewing a Ford Lightning. Battery life was still like new after 3 years but what really caught my attention was that he paid $80k for it new and 3 years later it's only worth $42k. Forget battery life, I can afford to lose $20k in 20+ years but $37k in just 3 years? Forget that.

So another reason people are going to buy the Slate is because they simply need a truck, not a Cybertruck fashion statement.

 

[JustWideman]

Caution: trigger material for us Slate fans.

Dear Doug: I DISAGREE!

He likes to hate on nitch things that are odd to him. He has a point in that the SLATE price without EV incentives is close to a Maverick with more doors and options, dealers, service network.

He roasted the Santa Cruz, too, and said no one would buy it. Hyundai sells 30k units a year, and they price it higher than a Ford Ranger for a smaller truck. Not everyone wants the most logical thing, there are markets for odd products.

Doug drives a G-Wagon cabriolet for Christ's sake, you'd think he would be a little more supportive of another 2-door, tiny bed Ute. He just needs clickbait for his podcast.

 

[cvollers]

He likes to hate on nitch things that are odd to him. He has a point in that the SLATE price without EV incentives is close to a Maverick with more doors and options, dealers, service network.

He roasted the Santa Cruz, too, and said no one would buy it. Hyundai sells 30k units a year, and they price it higher than a Ford Ranger for a smaller truck. Not everyone wants the most logical thing, there are markets for odd products.

Doug drives a G-Wagon cabriolet for Christ's sake, you'd think he would be a little more supportive of another 2-door, tiny bed Ute. He just needs clickbait for his podcast.

I didn’t know a G-wagen cabriolet is a thing.

 

[SichuanHot]

I used to watch Doug Demuro's videos quite often as I found his car "reviews" informative and entertaining. However, it suddenly dawned on me that most of his opinions are just that, opinions that don't apply to many normal people who use the car on the daily. He would nitpick really trivial things while overlooking more important things that may taint a potential ownership experience all for his comedy bit of identifying "quirks and features."

While he undoubtedly earned great success with his Bring a Trailer clone, Cars and Bids car auction site, I don't think he quite understands the burgeoning EV market, especially from potential younger owners like myself. The Slate truck ticks so many boxes, especially with their DIY friendly approach to maintenance and customization. Doug probably doesn't consider that important, but I do and don't see that offered from any other company - that is if the Slate truck does come to fruition. I'm hoping it does.

 

[cadblu]

Admittedly, I have been a "fan" of Doug Demuro for quite some time. I have successfully auctioned off two high end vehicles on his "Cars and Bids" platform. There is no question Doug has been in the auto industry a long time and I greatly admire his expansive knowledge.

That said, I am not defending his stance on Slate. Over the years, he has predicted many car companies would eventually go out of business, e.g. Fiat, Chrysler, Buick, Mitsubishi, Alfa Romeo, and Infiniti to name a few. I do agree that auto companies that cannot adapt to market trends and consumer preferences are doomed to failure. That was his message, and it is by all means relevant.

But that is not the case with Slate. Here we have an aggressive startup by experienced Big Auto 'rebels" that understand consumer demand for a simple, reliable, and basic mode of transportation, at a high value proposition along with endless customization options. Once you customize the blank Slate, it becomes a way more emotional and personal experience. That element of human interaction doesn't exist with most other mass market vehicles in this category. This element, might I add, is the 'secret sauce' in the Slate ingredients. Let's not overlook the power of the personal creativity. My prediction is that Doug will reconsider his short-sighted comments when the Slate hits the roads late next year.

 

[GreatLakes]

... I trust the 40-20-40 bench seats on regular cab F-150s have a center shoulder belt as well.(My 2006 Ford Ranger Reg Cab only had a lap belt in the center position)

I bought a '16 F150 super cab/long bed last year. Yes, the 40-20-40 front bench seat does have a center shoulder belt. A solved problem.

I would like to compare a front bench seat in the Slate. I might prefer it?

And a center air bag isn't required, apparently. I might hope the passenger air bag expands to protect the center too, but I don't know.

 

[GreatLakes]

Oh interesting. Great. A bench would be terrific in the rare chance I'd have a second passenger - and likely wouldn't be for long distances.

I assume with two front buckets, the passenger rides in the bed, so the (highly intelligent looking) dog rides up front?

I had to review the laws about riding in truck beds. Still legal in 38 states!

 

[HiSlate]

I want a Slate pickup because its a two door, if it was a four door I would have zero interest in it.