Michigan-based startup Slate Auto, backed by Amazon founder Jeff Bezos, has taken an unconventional approach to generating buzz around its upcoming electric vehicle (EV) launch. The company has planted multiple concept versions of its "Transformer"-like vehicle on the streets of California, teasing its strategy to sell a highly customizable EV priced at around $25,000.

The real-world marketing stunt comes just days before Slate's April 24 launch event at Long Beach Airport, where the company is expected to reveal more details about its mysterious EV. The event invite, viewed by TechCrunch, has sparked curiosity among automotive enthusiasts and industry insiders alike.

Slate Auto has operated in relative secrecy since its founding in 2022, but a report by TechCrunch earlier this year revealed Bezos' financial involvement and the company's plan to offer a base model, dubbed the "Blank Slate" version, which can be customized to individual buyers' preferences. The company has also filed for a trademark for the phrase "We Built It. You Make It."

The Autopian's David Tracy recently spotted one of the concept vehicles in Venice, California, which was disguised as a two-door SUV used by a fake business. Similarly, Reddit users have posted pictures of another version of the truck, made to look like a hatchback, which bears a resemblance to Rivian's forthcoming R3. The vehicle seen by Tracy had a hard cover over the bed, giving it an SUV-like shape, and was wrapped in a design promoting a fictional business called "Rockabye Rides."

This marketing tactic has given the public a glimpse into Slate's focus on adaptability, which the company has touted to investors. According to sources familiar with the company's pitches, Slate's leadership has used the "Transformer" metaphor to woo investors, showcasing the vehicle's customization capabilities in a choreographed presentation.

The company's efforts have seemingly paid off, with Guggenheim Partners CEO Mark Walter investing in Slate's Series B funding round and joining the company's board. Slate has secured over $100 million in funding, according to TechCrunch.

While the exterior of Slate's truck has been revealed, the interior and vehicle specs remain a mystery. Automotive journalists have been briefed ahead of the launch event, but are bound by non-disclosure agreements (NDAs) regarding specific details. The Autopian's David Tracy, who has seen the vehicle up close, described it as "unlike any new vehicle I've ever seen not just in my decade as a car journalist, but in my entire lifetime."

As the automotive industry continues to shift towards electric vehicles, Slate Auto's innovative approach to customization and marketing is generating significant buzz. With its launch event just around the corner, the company is poised to make a splash in the EV market and potentially disrupt the traditional automotive sales model.

Stay tuned for further updates on Slate Auto's launch event and the unveiling of its highly anticipated "Transformer" EV.