Yes, the Slate DOES compete with the Maverick (and more!)

[Letas]

Before I get into this, let me just clarify- this is MY opinion, and you are entitled to yours as well.

I’ve seen frequent repetition floating around that the new Slate electric truck is “not a competitor with the Maverick/Tacoma/whatever other ICE) I think that completely misses the point of what Slate is doing — and why it absolutely belongs in the same conversation as trucks like the Ford Maverick, Toyota Tacoma, Honda Ridgeline, and even Rav4, Trax, etc.

Here’s why:

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1. Price Point & Utility First, EV Second

Slate’s real innovation isn’t just being electric — it’s bringing real utility at a price that undercuts or matches gas competitors. If the base model comes in around $25K you’re suddenly talking about a truck that can be cross-shopped aggressively with Mavericks and lower-end Tacomas.

It’s a no-nonsense work/play truck, not a luxury lifestyle EV like the Rivian. That’s the Maverick/Tacoma audience. It just happens to be an EV.

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2. Market Share

I did some quick research of car sales in the US. Numbers might not be spot on, but they work for napkin math.

In 2024, there were ~16m new cars sold in the US. Of that, ~1.5m were EVs. Slate is trying to sell 150,000 a year.
The EV market share is growing rapidly, certainly in part due to improving battery tech, as well as the EV tax credit. If we accept this rhetoric that Slate is “only competing with other EVs”- you are denying 90% of the market! Now Slate has to capture 10% of EV sales, vs just 1% of total car sales to succeed.

As of today, most consumers do not own an EV. People have many reasons for why not, but one of the largest is simply price. The lowest cost new EV (that isn’t a Bolt) is ~$35k. There are still decent ICE crossovers in the low and mid 20k range. Why put the Slate in a box and pretend it doesn’t attract those buyers?

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3. It’s not just a truck.

Something I think is often forgotten here is the fact that the Slate is not just a truck. It can be configured to be an SUV (hopefully for not too expensive)- which directly opens it up to significantly larger market pools. Sure, it’s not a great solution for a family of 4 with two car seats, but for the occasional trip? It’ll do the trick.

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TL;DR:

Slate will win by casting a wide net of potential buyers, and skimming from that, rather than trying to deeply penetrate and win one very specific market. It can and should pull from current ICE buyers, as this directly competes with ICE vehicles of today.

 

[atreis]

I think for many people it will compete with the Maverick, but not for me. Having had an EV for three years now, there's no way I'd ever go back to an ICE vehicle.

 

[AZFox]

The Slate Truck is a unique proposition in the marketplace for many reasons, not the least of which is because it is / can be a small pickup. And it's an EV to boot!

 

[AZFox]

Maybe look at it this way...

There are people for whom the Maverick and Tacoma are a near-perfect match for their needs and desires. Some of them could be tempted away by the Slate Truck' Unique Proposition.

There are also some other people whose ideal vehicle is a Slate Truck who wouldn't buy a Maverick or Tacoma if even they were the same price, let alone for thousands more.

The vehicles are different horses for different courses, obviously with some overlapping capabilities.

All that is to say: For some people the other trucks are comparable to the Slate. For some people they aren't.

See also:
Playing devil's advocate here, comparing Slate Truck vs. Ford Maverick

 

[inline_five]

I own a Maverick and wouldn't buy a Slate as is right now. In no way does the Slate compete with the Maverick IMO as a truck.

Maverick $30k / $34k:

• 600 mile range / 5 minute "recharge"
• 2.000 lb / 4,000 lb tow capacity
• FWD / AWD
• 4 doors / 5 seats right out of the box, no addons needed
• $0.08/mile direct running costs, about as cheap as an ICE can get
• Established manufacturer, lots of support

Slate $27k:

• 150 mile range (optimum, not in winter)
• 1,000 lb tow capacity
• RWD
• 2 doors
• $0.055/mile direct running costs (in my area, around $0.16/delivered)
• New manufacturer/lack of dealer support

The Slate is a fun second vehicle but will not replace a primary car for households. My guess is it will be mostly a vehicle purchased by those wanting to tinker and have on the side for fun, like a Miata or such. The lack of an EV credit really did it in. I wish them luck! Hope they can succeed, as competition is great for everyone.

 

[1yeliab_sufur1]

I own a f-150 king ranch power boost if trade that for a slate any day just because I like the way the slate looks more and towing hah give me a month and some money will have that thing pulling dump truck by the dozen lol but seriously both the mavrick and the slate have upsides and down sides but benefits of the Mav towing,familiarity,price vs a f-150, slate customization,simplicity,price vs the mav if you want a mav get it, if you want a slate get it it’s your choice your money your options

 

[atx_ev]

every thing is about prioritization.
Here are examples of things people make decisions on:

can haul things (under 1500lbs, over 1500 pounds)
can tow things
size (small,medium, large)
gas mileage (ice, hybrid, ev)
Price (under 30, 30-40, 40-50, 50+)
luxury (spartan, luxurious)
seating capacity (2, 4, 7)
awd/4wd

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Based on the prioritization they will make a choice

mavericks have substantial overlap so if someone is

1) can haul things (long bed, short bed)
2) gas mileage hybrid ev
3) price under 40
4) luxury
5) seating capacity (4+)


Then they will take a maverick

but if it is
1) gas mileage ev
2) price under 30
3) can haul things
4) luxury - spartan
5) size small

Then you would pick a slate

If can haul things is not a priority, but seating capacity is higher is a priority then they might pick a bolt or other sedan/SUV

For me Im

1) can haul things (under 1500 pounds)
2) gas mileage ev
3) price under 30
4) size small (can fit in tight parking garages)
5) seating capacity 4+
6) awd

luxury is an anti feature for me, meaning they would have to pay me to accept more luxury. size medium is an anti feature.

So for me the only thing I like in the maverick is the seating capacity and awd.

The key feature that a truck has that most people want is can haul things, not can tow things. For me can haul things is non negotiable, this puts all non trucks out of the running.

For people that prioritize can haul things, the maverick is close in that its price is under 40, awd, size medium, seating capacity 4+

The only areas where the slate beats the maverick are price under 30, size small, and gas mileage EV. But if those are the priorities, then the slate wins.

The telo developer surfs and lives in an urban area. He wanted a truck that could be parked in an urban area (very small parking spaces when randomly parallel parking on streets) but could also carry a surfboard.

I need to park in small spaces in parking garages and drive narrow urban streets. I want an EV so I can charge at home and avoid

emissions testing
going to gas stations
getting oil changes
general maintenance


I also want to pay under 30K.

 

[sodamo]

So I agree somewhat. Slate will be more a competitor vs Maverick etc than they will be vs Slate.

my rationale: Maverick and its ilk offer nothing except size/mileage compared to my current truck. Basically no overwhelming reason to purchase. Slate on the other hand complements my current truck, so I want it.

 

[1yeliab_sufur1]

So I agree somewhat. Slate will be more a competitor vs Maverick etc than they will be vs Slate.

my rationale: Maverick and its ilk offer nothing except size/mileage compared to my current truck. Basically no overwhelming reason to purchase. Slate on the other hand complements my current truck, so I want it.

Yah that’s true I’d say slate is ether your daily or the side chick you take out on weekends or for fleet allocation the gofer but I got some wild plans for the slate

 

[sodamo]

Yah that’s true I’d say slate is ether your daily or the side chick you take out on weekends or for fleet allocation the gofer but I got some wild plans for the slate

Me too, things I never think of for my Tundra

 

[Trace26]

I find towing a weird criteria. Like if you're towing often enough to warrant a bigger truck then that means it's business related and that's a different class of truck. If you might tow a trailer once a year, just rent one, it's so much cheaper.
Exp: I had a college friend who said they wanted to get rid of their car for a truck. I asked why? She replied "I move every year and having a truck bed would make it easier" I said in return, you could just rent a truck for a day. Instead of having to pay for more gas. She graduated, only moved once after that and bought another car.
My point is, people have a problem wanting someone that does EVERYTHING, when all they need as a Honda Civic because they live alone, work an office, and sit on their couch the rest of the time.
Or people that think they need road trip range, when they've done one road trip outside the Slate's range in the last 10 years. Rent a car or just slow down and enjoy the stops.
For me, my wife has a 3row SUV and we have a old farm truck that can tow. I just want something reliable to make supply runs to town without messing up the wife's car.
Okay, my babbling is over. I'm sure the forum grammar nazi will find something. lol

 

[1yeliab_sufur1]

he most will but yah I get that like if you go fishing and don’t have a boat it’s like do you really need the big boat that has all the bells and whistles or just a small boat that get the job done and is enjoyable you bring you own radio and just enjoy the experience I’m actually going to buy a small boat that I will use with my slate to go fishing ima paint and name it the ss slateomatic could also set up a fall fishing event call it the custom slates and boats event hehe now im rabaling

 

[Letas]

I find towing a weird criteria. Like if you're towing often enough to warrant a bigger truck then that means it's business related and that's a different class of truck. If you might tow a trailer once a year, just rent one, it's so much cheaper.

Dont disagree as a whole, but this one’s off base a bit. Lots of people have toy haulers they’re taking out monthly, big boats, etc.

 

[AZFox]

In no way does the Slate compete with the Maverick IMO as a truck.

That's because the slate is a coupe utility vehicle (CUV).

 

[Trace26]

Dont disagree as a whole, but this one’s off base a bit. Lots of people have toy haulers they’re taking out monthly, big boats, etc.

Then this doesn't apply to them, my examples are the two extremes of "needing a truck".