Why Doug DeMuro Thinks the Slate Truck Will Fail

[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!

 

[E90400K]

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.

I disagree. There is a large aftermarket customization contingent for Mustang, Camaro, Civic, BMW 3-series, Jeep, Bronco, and good Lord the American pickup truck. All that aftermarket is mostly setup for performance tuning.

The Slate is just cosmetics for the most part and the SUV conversion with a difficult-to-get-to back seat.

And how people really are going to want to wrap their vehicle when they have no prior experience? Risk $500 on materials, then another $500 after the first wrap install goes badly.

 

[HiSlate]

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

 

[lgerger]

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

Genuinely asking for my own edification; what is it about two doors that is appealing to you?

 

[HiSlate]

Genuinely asking for my own edification; what is it about two doors that is appealing to you?

Its not a four door.

 

[SichuanHot]

Genuinely asking for my own edification; what is it about two doors that is appealing to you?

I like the 2 doors because it's 2 fewer windows to worry about and less weight. I already have a 4 door SUV for carrying more people.

 

[RevCaptJack]

The four door thing Doug is struck on assumes that the Slate is being targeted to families or to people as a "lifestyle" vehicle (eg. Jeep, Bronco, 4Runner, etc.). I can with almost complete certainty say that this is an incorrect assumption. The Slate is a commuter for 1-2 people. Its a light duty hauler for small businesses. Its a low cost way to get 1-2 mountain bikes to the trail. Its a first car for a kid about to head off to college. It is not a family car that needs to transport 3+ people. The target buyer doesn't need the extra two doors. Some really good examples of cars with two doors that have succeeded: Mazda Miata, Porsche 911, BMW coupes, Mercedes coupes and SLs. What do they all have in common? The target buyer only has 1-2 people in the car at one time. On top of that, if the Slate buyer's needs change, he/she can buy the SUV kit and move more people. You can't do that with a Miata.

I don’t see this being an only car except for rare situations. But it will be idea for us. Retired. Kids gone. We have a Lexus for road trips, a big old pickup for towing boats and currently a 2 seat Smart Fortwo which has been fun and great for around town. But it’s about 18 years old and ready to be replaced. The Slate will be perfect for us for around town errands and trips to the beach.