Blank Slate or Blank Stare? TikTok's Take on the New $20k EV Truck

By Avery Zimmerman

Research and Compliance Manager

Telemetry

Over the past two weeks, Slate's new EV truck has been the talk of the town in automotive spaces. I'll admit, even my interest was piqued — until I saw the pictures. The color customization idea is interesting in theory, but the examples they showed? I actually called my boyfriend into the room to make fun of some of them. 

My opinion aside, I could still see the appeal. Reviews from auto journalists — like my colleague Sam's on this very blog — were cautious but optimistic. I wanted to know what regular people like me were thinking, so I went to TikTok. Here's what I saw. 

Everyone's Jealous of China

I feel like I've been reading headlines about Chinese EVs for years now — and in reality, I definitely have. They've been painted as a kind of automotive bogeyman: the big, bad wolf ready to blow our American-made house down. Both the Biden and Trump administrations seem hellbent on getting Americans to buy American, even if they're going about it wildly different (and occasionally contradictory) ways. 

But the overwhelming sentiment I saw on TikTok was this: for the same $20k that gets you a bare-bones Slate, you could get something fully loaded in China. 

• What I've learned over the last few weeks, American car companies charge us a ridiculous amount for almost nothing. Meanwhile for 20k China will give me a fully loaded Xiaomi SU7

• Toyota makes trucks in other countries that are $10k and will outlast that [the Slate Truck] for decades 😐

• By 2027 Chinese cars would be flying, and Americans just made a 155 mile range truck. Que tiernos. [Spanish for "how cute"]

• Compared to Chinese EVs that thing is literally a luxury toy car

People Are Having Maverick Flashbacks

The second most common comment I saw was a comparison to the Ford Maverick, namely, how it was also supposed to be sub-$20k. As of this writing, the cheapest Maverick available on Ford's configurator is $30k. A lot of people seem to think the Slate will go the same way. 

• Before you all get excited about the $20k price tag remember the Ford Maverick was supposed to be $20k too

• Hahaha, remember when the Maverick was supposed to be $20k?

• So reality is going to be $40k if you want normal features? 😑

See-Through Marketing

Slate is promoting a $20k price tag, but it's not exactly straightforward. That figure only applies after federal incentives — an awkward choice given how much controversy and confusion those incentives are generating right now. Add to that the mystery around pricing for add-ons most buyers would consider essential, and you've got some angry commenters. 

There's also some frustration with the idea of $20k being called affordable. It is — relative to today's bloated prices. But for many people, it's still out of reach. And having Jeff Bezos, a literal billionaire, backing a company whose whole deal is affordability? Not a great look. 

• Bare bones for $20k after rebates get me out of this nightmare

• That shouldn't be more than 10k

• $20k and you can't even get a radio! Just buy a golf cart. 

• They must have done their research on Reddit. The ones online saying they want $20k small trucks "without all those screens, emissions controls, and a million hp" aren't the ones buying vehicles.

• Can we run the numbers on if we took the standard features off other vehicles? 

• They think $20k is affordable! I repeat: they think $20k is affordable! 

Concluding Thoughts

My personal favorite comment I saw? "It looks like you ordered a truck from TEMU." 

And I didn't even get into the conspiracy that "Slate" is an anagram for "Tesla." 

So is Slate’s truck the future of affordable EVs, or just another overhyped promise dressed in matte plastic? Hard to say. But based on TikTok, a lot of people aren’t buying the marketing. We'll have to see. I’ll be here, refreshing TikTok (until 2027, probably) — waiting for someone to actually buy one, just so I can see what color they picked.