• by Tanya Gazdik , 3 hours ago

Slate, which bills itself as America’s most affordable truck brand, is collaborating with Crayola, the icon of color, to introduce five vehicle wraps featuring colors from Crayola’s extensive collection: Cerulean, Fern, Jersey Tomato, Razzmatazz and Dandelion.

This is the first time Crayola has collaborated with an automaker.

The Slate Truck, priced starting at $24,950, features a matte gray finish. It is the first vehicle designed to be wrapped. 

Slate offers a modular platform for customization. The five Slate x Crayola wraps will be offered as starter packs that include decals, a key fob cap, and a clip-on dashboard Slatelet. Like all Slate wraps and starter packs, these will be offered on the direct-to-consumer Slate Marketplace.

Slate vehicles are all about accessorization, says Ben Whitla, Slate’s head of brand and marketing.

“Is Slate the coloring book of cars? Maybe it is — and Crayola has given us the ability to bring that story to life in their first automotive collaboration. We’re bringing together infinite customization and colors that inspire endless possibility,” Whitla tells Marketing Daily. 

Slate is creating more ways for owners to make a vehicle their own again and again over time, and Crayola has long celebrated creativity, color, and self-expression, he says.

The collaboration “transforms a vehicle into a canvas, giving drivers a bold and unexpected way to express their personalities through color and creativity,” said Anna Roca, head of global partnerships at Crayola, in a release.

Slate was established in 2022 with the goal of simplifying the manufacturing process and reviving American industry. Slate vehicles will be assembled at a reindustrialized factory in Warsaw, Indiana. First deliveries are expected in the fourth quarter 2026.