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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Slate Auto’s bizarre pre-launch advertising campaign was more than camouflage. In April 2025, the startup parked wrapped vehicle mock-ups around Los Angeles and covered them with parody advertisements for fictional services such as CryShare and “CatThurrrapy.” The CatThurrrapy.com domain redirected curious visitors to Slate’s website and pointed them toward the company’s April 24 reveal.
The stunt’s real message was hidden in the vehicles themselves: Slate was developing a simple electric pickup platform that could be transformed into an SUV and personalized with accessories. The idea attracted substantial attention, but the pricing changed. As of August 11, 2026, the Slate Truck has a confirmed $24,950 starting price before fees and options, not the earlier “under $20,000 after tax credit” figure. Slate is taking preorders, with first deliveries expected in the fourth quarter of 2026.
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The strange advertisements were Slate’s camouflage
On April 21 and 22, 2025, Los Angeles residents encountered heavily wrapped, oddly shaped vehicles parked around Venice and other locations. Instead of using ordinary black-and-white prototype camouflage, Slate covered the vehicles with surreal advertising.
One vehicle promoted CryShare, a fictional baby-soothing service. Another used feline-therapy branding and the deliberately misspelled-looking domain CatThurrrapy.com. Visitors who followed the trail were redirected to Slate Auto and a teaser for the company’s April 24 announcement.
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- 2 Modes of Operation: There are two ways to operate the 12V electric stroller, which can be operated by the child himself by manipulating the steering wheel and foot pedal. If the child can not drive, the parents can control the direction and speed by remote control
- 3-Speed & Smooth Start: The remote control provides 3-speed adjustment and manual operation provides 2-speed adjustment to ensure the safety of children, while equipped with a smooth start design to ensure the safety of your kids. The maximum speed can reach 3Mph
- Realistic Experience: The power wheel car comes with bright headlights and realistic taillights that look like real models, built-in music, voltage display, USB and AUX connectors, volume control, TF card slot and speakers, along with a widened seat and adjustable seat belt design to ensure a safe and comfortable experience for children
- Rechargeable & Durable: The battery type is 12V, the time required for charging is 8-12 hours, and it can run for 1-2 hours when fully charged, suitable for both indoor and outdoor use
- Age and Weight Capacity: This children's car has a maximum weight capacity of 55Lbs, suitable for children from 3 to 5 years old, with excellent reliability of use
That approach turned vehicle spotting into a scavenger hunt. It withheld familiar launch details—such as a recognizable badge, complete specifications, or a conventional product name—while giving people a reason to photograph the vehicles and investigate the campaign.
In marketing terms, the fake businesses were a low-cost attention device. In product terms, however, the multiple silhouettes were a clue. Observers saw forms resembling both a pickup and an SUV, reflecting Slate’s plan to use one underlying electric vehicle as a modular platform.
What Slate revealed on April 24, 2025
Slate unveiled its electric pickup in Long Beach, California, on April 24, 2025. The initial vehicle was intentionally basic: a two-seat, rear-wheel-drive electric truck designed to be modified into a five-seat SUV or other configurations.
The concept is closer to a customizable platform than a conventionally equipped pickup. Buyers start with a relatively bare vehicle and can add equipment, change its appearance, and eventually convert its body style. That makes the launch stunt particularly apt: the same product could appear to be different kinds of vehicles depending on how it was configured.
Slate’s approach also differs from the usual electric-vehicle strategy. Rather than leading with a premium cabin, large touchscreen, and extensive standard equipment, the company is trying to keep the initial vehicle simple and let customers decide which features matter to them.
The $25,000 headline needs a price update
The original $25,000 framing was directionally close, but it is no longer the most precise description of the product’s price history.
- April 2025: Slate’s messaging and media coverage discussed a target price below $20,000 after the then-available $7,500 federal EV tax credit.
- July 2025: Slate removed the “under $20,000” framing after federal EV-credit policy changed, making the tax-credit-dependent figure unreliable as a current price description.
- June 24, 2026: Slate announced a formal starting price of $24,950 for the truck.
The $24,950 figure is a starting price, not the final amount a buyer will necessarily pay. Taxes, title, registration, government charges, destination, documentation, and optional equipment are excluded. Slate lists SUV configurations as starting at $29,950.
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- Licensed Chevrolet Design: Electric car for kids is officially licensed, Chevrolet ride-on car features the same styling as the real car, such as a racing steering wheel, slim body, smooth lines, 2-speed, dual door safety locks and LED lights for a realistic driving experience for your little one
- Dual Control Methods: Kids electric car supports pedal operation and remote control operation. Remote control operation supports 3 speed switching, which improves the safety of children
- Enhanced Entertainment Features: Toy cars for toddlers comes with Bluetooth functionality and a built-in music player, allowing kids to play their favorite songs and stories on outdoor trips, with real speaker sound on the steering wheel to make the experience even more enjoyable
- Advanced Safety Features: Electric car is equipped with soft start, rear wheel shock absorbers, and a safety belt design, lockable double doors, and ASTM and CPSIA certified. All functions are ready for children's safe travel
- Age Appropriate Specifications: Ride on car is suitable for children over 3 years old, can bear a maximum weight of 66LBS, is equipped with 2x25W motors and a rechargeable battery, and only needs to be fully charged for 8-12 hours for 1 hour of play
Slate also moved from refundable reservations to preorders. Existing reservation holders who paid $50 could preorder for $250, while other customers could lock in a delivery window with a $300 preorder. A preorder is not the same as taking delivery of a retail vehicle, and Slate’s expected delivery timing remains subject to production execution.
What the Slate Truck is supposed to deliver
Slate’s current published figures describe a compact, rear-wheel-drive electric truck with a single rear-mounted motor. They are company projections and specifications, not independent production-vehicle test results.
| Item | Slate’s published figure or description |
|---|---|
| Starting truck price | $24,950 before fees and options |
| SUV starting price | $29,950 |
| Drive configuration | Rear-wheel drive |
| Motor | Single rear-mounted 135-kW motor |
| Projected range | 205 miles |
| Projected payload | Approximately 1,550 pounds |
| Towing capacity | 2,000 pounds |
| Length | 174.6 inches |
| Width | 70.6 inches |
| Height | 68 inches |
| Wheelbase | 108.9 inches |
| Interior volume | 58 cubic feet |
The 205-mile range is an important update from the approximately 150-mile figure associated with earlier product messaging. It should still be read as a projected rating until production vehicles are delivered and independently tested under consistent conditions.
A deliberately minimalist interior
The base Slate is designed to avoid equipment that has become nearly universal in modern vehicles. It does not include a built-in infotainment system. Instead, Slate provides phone mounting and charging, with optional approaches including a tablet bracket, accessory speakers, and a portable Bluetooth-speaker setup.
The truck also uses hand-crank windows. Its gray composite body material is intended to serve as the starting surface rather than a traditionally painted exterior. Owners can personalize the vehicle with wraps and accessories instead of selecting from a conventional factory paint lineup.
This strategy could help keep the entry price low, but it changes the ownership equation. A buyer comparing the Slate with a traditionally equipped pickup should compare the price of the finished configuration, not just the stripped base vehicle. A buyer who wants integrated infotainment, powered windows, upgraded audio, a finished exterior, or a five-seat SUV may add substantially to the starting price.
Charging: what is included and what is optional
Slate uses the North American Charging Standard connector. The vehicle is expected to support 120-volt household charging, Level 2 charging, and DC fast charging. Slate says a standard charging cable and a J1772 adapter are included.
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- 【Official Mercedes-Benz License + Dual Safety Certifications】1:1 replica of the classic G63 design with authentic brand logo, certified by both ASTM and CPSC. No sharp edges or corners, giving parents complete peace of mind.
- 【Dual-Mode Operation + Anti-Misoperation Design】Supports independent driving for kids (ages 3-6) and parental remote control (ages 0-3). One-click emergency stop on the remote prevents accidental collisions effectively.
- 【Safe Battery Life + Charging Protection】12V high-capacity battery delivers up to 120 minutes of continuous use (far exceeding competitors' average 80 minutes). Built-in overcharge/overtemperature protection chip ensures safe charging.
- 【Authentic Driving Experience + Multifunctional Entertainment】Equipped with LED running lights, simulated engine sounds to replicate the real Mercedes driving feel. built-in USB/Bluetooth connectivity—supports music playback from phones or USB drives, doubling the driving fun.
- 【Upgraded Core Components & Premium Build Quality】Reinforced upgraded body (thicker than standard models for better impact resistance), high-torque upgraded motor (smoother acceleration, no stalling), and wear-resistant tires (enhanced grip for all-terrain use)—outperforming ordinary kids' ride-on cars in durability and performance.
Slate estimates a 20-to-80-percent charge in approximately 30 minutes when using a 120-kW DC charger. That is a projected charging estimate; real-world results will depend on the production vehicle, battery temperature, charger output, state of charge, and other conditions.
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Most buyers should not assume they need to purchase a second cable immediately. The included equipment is intended to cover basic charging needs, while an additional portable EV charger may make sense as a spare or for owners who want greater flexibility away from their primary charging location. Compatibility and electrical requirements should be checked before buying any accessory.
Slate names Treehouse as its home-charging installation partner. Homeowners planning a 240-volt installation should verify panel capacity, installation costs, local permitting, and whether their parking arrangement permits the work. Apartment residents may need approval from a landlord, condominium association, or property manager before planning a dedicated charger.
Safety claims versus tested results
Slate lists a number of active and passive safety features, including:
- Traction control
- Electronic stability control
- Forward-collision warning
- Automatic emergency braking
- Airbags
- A backup camera
- Pedestrian identification
- Automatic high beams
The company says the vehicle is designed to achieve a five-star USNCAP crash rating. That is a design target, not evidence that the finished vehicle has received a five-star government crash-test result. Prospective buyers should wait for official test results before treating that rating as established.
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1Clear out junk files and repair common Windows errors2Scan for outdated or missing drivers - takes under a minute3Repair Windows errors before they cause bigger problemsThe accessory marketplace is central to the business model
Slate is not presenting accessories as an afterthought. The company says its Marketplace will offer more than 200 accessories, with more than 80 percent priced below $500. Planned categories include roof racks, stereos, seat covers, light covers, wraps, and equipment for truck-to-SUV conversions.
That supports a broader interpretation of the launch stunt. The fake advertising campaign did not merely conceal the vehicle; it previewed Slate’s intended business model. The company wants one simple platform to take on different identities, then generate additional revenue as owners customize it.
For truck users, the projected payload and five-foot bed could make equipment such as tie-downs, organizers, and protective liners useful. Generic pickup truck bed accessories should not be assumed to fit, however. Mounting points, bed dimensions, payload distribution, and production changes need to be confirmed before purchasing equipment for a Slate.
The same caution applies to conversion equipment. The final price of a truck-to-SUV setup will depend on which parts are included, whether installation is required, and how Slate prices the relevant components. The Marketplace is an important part of the product proposition, but its full catalog and final pricing should be treated as evolving until production begins.
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- 【Officially Licensed McLaren765LT】: It captures the details of the real car, designed in a 1:1 scale model to replicate every detail of the real car. It features one-button design, authentic engine sounds, LED headlights, providing a truly comfortable driving experience.
- 【Safe & Comfortable】: Made with durable and non-toxic plastic with ASTM certification for greater reliability. Adjustable seat belt and lockable doors offer better protection for kids. Non-slip PP tires, Spring suspension and slow start function offers a gentle and safe acceleration. The car supports a maximum weight capacity of 66Lbs, 16" Wider Seater, suitable for children from 3 to 6 years old. Toy car size is 45.9" x 23.6" x 11.4" (L x W x H).
- 【Parent Remote & Manual Mode】: By using the parent remote control, parents can stop the vehicle in an emergency or completely control it remotely with 3 speeds. Manual mode would be more enjoyable for kids who loves independent steering driving fun by the steering wheel and pedals.
- 【Premium Performance】: Comes with a charger and a rechargeable 12V battery, the charging time of 8-12 hours, which allows for 1-2 hours of continuous use. With 2 x 30W motors, it provides ample power of speed 1.86-3.1mph, allowing the car for kid to navigate easily on grass, mud, and asphalt surfaces.
- 【Ideal Gift for Kids】: The Licensed McLaren765LT kids electric vehicle comes with bright headlights, realistic taillights, built-in music, car horn and engine sound, bluetooth function and etc., which will give kids a real driving experience. It is an ideal gift for children on birthdays, Thanksgiving, Christmas, New Year's, etc.
Direct sales and repairability
Slate plans to sell directly to consumers rather than through traditional dealerships. That could give the company more control over pricing, ordering, accessories, and customer communication, but it also places more responsibility on Slate to build delivery, service, parts, and support operations.
The company emphasizes repairability. Slate says owners will be able to use Slate U instructional materials for many repairs. It also states that the vehicle will have a 10-year/110,000-mile battery and powertrain warranty and access to more than 3,000 RepairPal shops, including more than 100 capable of high-voltage EV service.
Those are Slate’s stated warranty and network terms, not independent proof of reliability, repair costs, or service quality in every market. Before ordering, a buyer should confirm the warranty’s exclusions and transfer rules, identify nearby participating repair facilities, and ask specifically whether the local shop can perform high-voltage work on the production Slate.
Where Slate plans to build it
Slate says the vehicles are designed in California and Michigan, engineered in Michigan, and planned for manufacture in Warsaw, Indiana. The company’s June 2026 announcement said it intends to invest nearly $400 million in the factory, create more than 2,000 jobs, and assemble the vehicle at a reindustrialized former industrial facility.
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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →These are company-stated plans and commitments. They do not establish that full-scale production has begun. As of August 11, 2026, the Slate Truck should be described as a vehicle available for preorder, not as an ordinary retail vehicle available for immediate purchase and delivery.
What the stunt ultimately signaled
Slate’s April 2025 campaign worked because it made the audience do part of the marketing. The strange names, fake services, wrapped shapes, and CatThurrrapy.com redirect created curiosity without explaining the product outright.
But the campaign also mirrored Slate’s product philosophy. A single, deliberately simple electric platform could become a two-seat pickup, a five-seat SUV, or a more personalized vehicle through body conversions, wraps, and accessories. The advertising was therefore not random shock value: it was an early demonstration of the idea that the vehicle’s identity would be configurable.
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- FOR KIDS 3 YEARS & OLDER: This small yet powerful ride-on is perfect for your little racers who want to start driving like the grownups do!
- POWERFUL 12V & REALISTIC DESIGN: Adjustable seatbelt, bright LED headlights, lockable doors, and grid windshield for off-road style, with a 12V motor and traction tires to ride on different terrains
- MANUAL AND PARENT CONTROL: Let your child drive manually or use the remote control to safely guide them yourself; remote has forward/reverse controls
- SAFE & DURABLE: Includes plastic wheels that will never deflate, plus a spring suspension system and safe, 2.8mph max speed for smooth rides on outdoor adventures
- CONNECT YOUR MUSIC: A built-in AUX outlet allows kids to plug in media devices to drive while jamming to their own selection of music; OVERALL DIMENSIONS: 39.25"(L) x 26"(W) x 26"(H); Weight Capacity: 61 lbs.
The harder question is whether Slate can execute the less visible parts of that idea. The company must turn projected range, payload, towing, charging speed, safety, direct sales, repair support, accessory supply, and Indiana manufacturing plans into a dependable production and ownership experience. The $24,950 starting price is attention-grabbing, but the finished cost and real-world performance will matter more than the teaser.
Frequently Asked Questions
Is the Slate EV really a $25,000 vehicle?
Slate announced a $24,950 starting price for the electric truck on June 24, 2026. That amount excludes taxes, title, registration, government charges, destination, documentation, and optional equipment. Earlier claims of under $20,000 depended on a federal EV tax credit and were later removed from Slate’s messaging.
When will the Slate Truck be available?
Slate is accepting preorders, but it is not yet an ordinary retail vehicle available for immediate delivery. The company says first deliveries are expected in the fourth quarter of 2026.
Can the Slate Truck become an SUV?
Yes. Slate’s concept uses a modular platform that can begin as a two-seat pickup and be configured as a five-seat SUV or in other forms. The final equipment, installation process, and total conversion price should be confirmed before ordering.
How much range does the Slate Truck have?
Slate currently projects approximately 205 miles of range. That figure is not yet an independently verified production-vehicle result.
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Slate says the vehicle includes a standard charging cable and a J1772 adapter. It is designed to support 120-volt household charging, Level 2 charging, and DC fast charging. Slate estimates a 20-to-80-percent DC fast charge in about 30 minutes with a 120-kW charger, but that is a projected estimate.
The Bottom Line
Slate’s bizarre Los Angeles advertising stunt was a preview of its central idea: one simple electric platform that customers can reshape into a pickup, SUV, or personalized utility vehicle. The current facts are more grounded than the original teaser headline. The truck starts at $24,950 before fees and options, the SUV starts at $29,950, preorders are open, and first deliveries are expected in Q4 2026. Until production vehicles are built, independently tested, and delivered, its range, towing, safety, charging performance, service network, and final ownership cost remain claims and plans rather than proven results.
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