Slate Went From Zero to Workingman EV Hero Overnight
Summary
Slate is a new electric vehicle (EV) company that launched its brand and cars in an unusual way by revealing multiple test vehicles in public without prior hints or traditional gradual marketing steps. The company focused on creating a strong identity and message while working quietly behind the scenes and used a small, dedicated team to build a brand centered on personalization, utility, and affordability.Key Facts
- Slate skipped the usual gradual marketing approach and revealed multiple EV test vehicles in Los Angeles at once.
- The company worked in "stealth mode," keeping details secret until the public debut.
- Slate’s marketing and public relations teams closely collaborated to create a unique brand identity before the launch.
- Launching a new EV brand was challenging due to current skepticism about new car companies and EV makers.
- Slate built a small internal team focused on brand values like personalization, usefulness, and affordability.
- The company deliberately avoided focusing on luxury and high-tech features common in other EV brands.
- Slate won Newsweek’s World’s Greatest Auto Disruptors Marketing Disruptor of the Year award.
- Tight budgets led Slate to do much of the work themselves instead of spending heavily on advertising.
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