Even for someone like me, who doesn’t want, let alone need, a pickup, the idea of a cheap electric truck is certainly compelling. The tiny EV workhorse from a new company partially funded by Amazon founder Jeff Bezos will start at around $25,000. Factoring in the federal tax credit, assuming it doesn’t disappear under the Trump administration, the diminutive pickup could drop below the $20,000 mark. But there’s one high-ranking Stellantis official who doubts people will actually settle for the spartan version.
In an interview with CNBC, Ram CEO Tim Kuniskis says buyers will inevitably want to add features they consider essential, which would significantly increase the out-the-door price: “Now, what’s it going to actually transact at in the marketplace… when people start to option them up, it’s not going to be $20,000. It’s going to be $35,000, and by the time you get to $35,000, you’re in mid-size truck territory.” For reference, a base Ford Ranger with no options costs $35,025, including destination charges.
Photo by: Slate
Kuniskis argues that while the Slate is a “super interesting” entry in the lucrative pickup segment, the actual configurations most people will buy put it in direct competition with established players. He might be on to something. A glance at the Slate’s standard equipment list shows just how much you give up to hit that $20,000-ish price point. The entry-level version, with its crank windows, skips the infotainment and even speakers. You also have to pay extra for door cubbies and Bluetooth controls on the steering wheel.
Whether adding these extras will push the price up by $15,000 remains to be seen, but Kuniskis is skeptical that buyers will go for the bare-bones version at the advertised starting price. He explains that Ram has considered building a Slate-like truck “a million times” and ultimately decided against it, concluding it wouldn’t be competitive once properly equipped.
Despite strong early interest in the Slate, which could suggest Kuniskis is wrong, it’s unclear how many of the 100,000+ reservations will turn into actual orders, especially since the $50 deposits are refundable. For those who do follow through, it’ll be interesting to see how many stick with the base model.
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Source: Slate
Aside from not having a Slate rival, Ram also currently lacks a midsize truck to compete with the Ranger, and a smaller pickup to rival the Maverick. The Slate, at just 174.6 inches long, is much shorter than the nearly 200-inch Maverick. It’s worth noting that Ram does have the compact Rampage and the lesser-known 1200, but neither is sold in the U.S. Kuniskis told Motor1 earlier this year that he wants a “mid-size truck so bad” for the U.S. as a more affordable option following the demise of the Ram Classic.
The Slate does have a counterpart in the world of combustion pickups. Toyota’s Hilux Champ is a no-frills workhorse starting at the equivalent of $14,000 in Thailand. But it’s not coming to the U.S., where even the cheapest trucks cost more than twice that. Besides the $30,535 Maverick, the base Hyundai Santa Cruz starts at $30,200.
