Electrek recently surveyed readers on whether Ford’s upcoming Fathom electric truck, priced at $30,000, could overshadow the debut of Slate Auto’s own electric pickup. With nearly 2,700 responses, the results reveal a nuanced debate about pricing, dealer networks, and the future of affordable EV trucks.
Survey Results: Mixed Reactions to Ford Fathom vs. Slate Auto
Electrek’s sidebar survey asked readers: “Now that we know the Ford Fathom electric truck will be just a few thousand dollars more than the bare-bones Slate, is the writing already on the wall? In other words: did Ford’s Fathom just kill the Slate before it arrived?”
Most respondents were cautious, selecting options like, “Maybe – but every penny counts for some buyers, and a few thousand dollars is a LOT of pennies!” or “Too soon to say – neither truck is even out, yet!” However, a vocal minority offered strong opinions on both sides.
Dealer Networks and Customer Experience
Some commenters argued that Ford’s nationwide dealer network, often seen as an advantage, could actually hinder the Fathom’s success. One reader, NickD, stated, “Ford’s dealer network will be all too happy to sabotage the Fathom through ridiculous markups and terrible sales experience. Slate has an opening to exploit for that reason alone.”
Another commenter, Scott Z, echoed this sentiment, calling dealerships “a large anchor” and noting a personal preference for buying from companies like Carmax, Tesla, or Rivian to avoid traditional dealers.
Slate Auto’s Unique Approach
Several readers highlighted Slate Auto’s distinctive strategy, comparing its single-color, highly customizable pickup to the original Model T Ford. Commenter Mrvc observed, “The thing that keeps coming to my mind is Ford claiming they want to have a model t moment. Yet slate basically built a modern model t. One color, very user customizable to meet their or their business needs. Local service that isn’t franchised with high end-user repairability.”
Mrvc also noted Slate’s plan to reduce prices as costs decrease, contrasting this with Ford’s reputation for annual price increases.
The Chilling Effect of Ford’s Announcement
Commenters pointed out that Ford’s announcement alone could impact Slate Auto’s prospects. Username Taycan summed it up: “The first problem for Slate isn’t how good the fathom is if it ever arrives, it’s the chilling effect that the idea that there is a Fathom coming has on Slate orders.”
This sentiment was echoed in the survey, with many potential buyers expressing hesitation. As one put it, “I’d love to buy a Slate, but I want to see what the Fathom is all about before I pull the trigger,” highlighting the uncertainty created by Ford’s entry into the segment.
Why this matters
The survey results underscore how pricing and brand strategy can influence consumer decisions even before a vehicle reaches the market. Ford’s announcement of the Fathom at a competitive price point has already caused some buyers to pause, potentially impacting Slate Auto’s launch momentum.
The discussion also reveals ongoing frustration with traditional dealership experiences and a growing interest in alternative sales and service models, which could shape the future of EV adoption in the pickup segment.
What this means for buyers
If you’re considering an affordable electric pickup, it may be wise to watch both the Ford Fathom and Slate Auto’s developments closely. The Fathom’s price and Ford’s established network offer some advantages, but Slate’s focus on customization and direct service could appeal to buyers seeking a simpler, more user-friendly ownership experience.
Potential buyers should weigh the pros and cons of each approach and consider waiting for more details and real-world reviews before making a decision.
Key Specs
- Ford Fathom Announced Price: $30,000 (~AUD 41,841)
- Slate Auto Backing: Jeff Bezos
- Survey Responses: Nearly 2,700
- Slate Auto Pickup Features: Single color, high user customization, local non-franchised service, high repairability
Source
Images sourced from: thedrive.com, motortrend.com
