As electric vehicle (EV) growth slows in the U.S., one ambitious startup is rewriting the EV marketing playbook—not with flashy tech specs or luxury features, but with guerrilla-style campaigns and a promise of personalization at a low price.
As electric vehicle (EV) growth slows in the U.S., one ambitious startup is rewriting the EV marketing playbook—not with flashy tech specs or luxury features, but through Guerrilla Marketing Drives that emphasize personalization and affordability over prestige.
Marketing an EV for the Budget-Conscious
Slate EVs aren’t aiming to outshine Tesla in performance or Rivian in adventure. Instead, they’re targeting an entirely different consumer: the everyday driver shopping at a used car price point.
- Uncustomized price with tax credit: under $20,000
- Without credit: around $27,500
- Delivery: Starting 2026
Ben Whitla, Slate’s Head of Brand and Marketing, says that while other automakers flaunt futuristic specs, Slate wants to make EVs accessible. “Being an electric vehicle is probably the least interesting thing about our car,” he noted. “What makes us interesting is our personalization and our affordability.”
Even as potential legislation threatens federal EV tax credits, Whitla maintains that Slate’s value-driven proposition will hold.
Letting the Internet Do the Work: The Mystery Stunt
Slate’s first major push wasn’t a big-budget launch. It was a mystery marketing stunt—a fake ad designed to intrigue rather than inform.
“We know the internet loves to solve a mystery,” Whitla explained. “So we thought, ‘Let’s put a mystery out into the world and see if the internet solves it.’”
This strategy, which generated earned media and viral curiosity, reflects a core guerrilla tactic: sparking conversations and creating an organic discovery experience.
Influencer Marketing—Without the Usual Suspects
Rather than stick to the traditional route of automotive influencers, Slate cast a wide net with its influencer marketing.
Influencer Campaign Highlights:
- Diverse verticals: Chefs, dog groomers, outdoor enthusiasts—not just car content creators.
- Custom cars per influencer: Vehicles were personalized for each individual’s lifestyle, making their content authentic and brand-aligned.
This approach paid off. Instead of a flood of cookie-cutter posts, Slate gained unique, personalized content across platforms, all showcasing the car’s versatility and individuality.
Personalization as the Core Brand Message
Slate’s vehicle is intentionally minimal out of the box—no radio, just a blank slate (pun intended). Buyers can upgrade with wraps, SUV kits, and other features.
This concept isn’t just a design decision; it’s a strategic brand philosophy.
“If the car at reveal was orange, you see 25 people talking about the same orange vehicle… That didn’t feel like us.”
By leaning into individual expression, Slate is attempting to redefine what an EV brand can be: not elite, but approachable and personal.
Digital-First, but Not Digital-Only
Despite its digital-first strategy, Slate isn’t shying away from offline and TV advertising. In fact, it’s using satire and storytelling to build brand awareness.
Example:
A 30-second TV ad on SNL spotlighted a fictional taxidermy business—Taxider-My-Family—transporting preserved relatives in a Slate vehicle. Darkly humorous and memorable, the ad ran in short formats on connected TV (CTV) and digital.
This blend of quirky storytelling and strategic placement shows Slate’s media savvy, even as a startup.
Over 100,000 Reservations—But What’s Next?
As of May, Slate had already surpassed 100,000 vehicle reservations—a significant feat for a startup not yet in production. However, political and economic uncertainty loom, particularly with potential changes to EV tax credits under the Trump administration.
Still, Whitla is unfazed. Rather than compete head-to-head with Tesla, Slate focuses on consumers weighing their options under $30K.
“We should be compared to anyone who’s shopping at our price point,” he said.
Final Thoughts: Guerrilla Tactics for a Price-Conscious EV Market
Slate’s success is more than a clever ad campaign. It’s a signal that value-based storytelling, guerrilla marketing, and community-driven content are the new weapons of choice in a saturated EV market.
For marketers and startups alike, Slate provides a playbook worth studying:
- Create mystery to earn attention
- Let personalization lead the narrative
- Leverage influencers outside the obvious niches
- Embrace humor, digital-first outreach, and bold ideas
