Amazon’s Jeff Bezos Backs Ute Start-Up

After conquering the internet and television streaming, former Amazon CEO Jeff Bezos is now entering the automotive industry.

The founder of internet giant Amazon has reportedly backed an auto start-up which aims to bring a value-priced electric ute to market, according to website TechCrunch.

Founded in 2022, the company Slate is said to have hired hundreds of employees from major manufacturers – including General Motors, Ford, Stellantis, and Harley-Davidson – with the intention of launching an electric pick-up for around US$25,000 (AU$40,000).

An image of a mysterious single-cab ute has also appeared online in recent days (top), taken outside of Slate’s offices in Los Angeles.

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The report claims Bezos invested money into Re:Build Manufacturing in Detroit, which then spun-off Slate to begin developing the value-priced vehicle to appeal to young motorists.

Buyers will be offered the ability to customise their ute far beyond the normal choices of exterior paint colours and optional features.

Using the Ford Model T and Volkswagen Beetle as a so-called ‘North Star’ for the project, last month Slate filed a trademark application for the slogan ‘We built it. You make it’.

Slate is said to be deliberately adopting a different strategy to its peers – with the intention of targeting value buyers – rather than launching models appealing to buyers in luxury segments.