Michigan-based startup Slate Auto, backed by Amazon founder Jeff Bezos, has taken an unconventional approach to marketing its upcoming electric vehicle (EV) by showcasing multiple concept versions on the streets of California. The move comes just days before the company's highly anticipated launch event on April 24 at Long Beach Airport.

The secretive startup, founded in 2022, has been operating under the radar until TechCrunch revealed Bezos' financial involvement and its plans to price its EV at around $25,000, with a focus on customization. The base model, dubbed the "Blank Slate" version, is designed to be tailored to individual buyers' preferences, according to a trademark application and sources familiar with the company's plans.

Slate Auto's marketing strategy involves showcasing its EV's adaptability by parking concept versions on public streets, each with a unique design and wrap. One such concept, spotted in Venice, California, resembles a two-door SUV used by a fake business, while another version, seen on Reddit, takes on a hatchback design similar to Rivian's forthcoming R3. A third version, featuring a hard cover over the bed, gives the vehicle an SUV-like shape.

The company's emphasis on customization is reflected in its "Transformer"-like approach, which has been a key selling point in its pitches to investors. Slate Auto has reportedly secured over $100 million in funding, with investors like Guggenheim Partners CEO Mark Walter, who joined the company's board.

While details about the vehicle's specs and interior remain under wraps, automotive journalists have been briefed ahead of the launch event, with some, like The Autopian's David Tracy, describing the Slate truck as "unlike any new vehicle I've ever seen." Tracy, who viewed the concept up close, is bound by a non-disclosure agreement (NDA) and cannot reveal further details.

The real-world tease has generated significant buzz around Slate Auto's launch event, which is expected to unveil more about the company's vision for customizable EVs. With its focus on adaptability and affordability, Slate Auto is poised to shake up the electric vehicle market, which has seen rapid growth in recent years.

As the EV landscape continues to evolve, Slate Auto's innovative approach could have far-reaching implications for the industry. With its "Transformer"-like vehicle, the company is betting on customers' desire for customization and flexibility, which could become a key differentiator in the increasingly crowded EV market.