When Jeff Bezos backs a car company, the industry ought to pay attention—or at least pretend to while quietly sweating into its bespoke suits. Enter Slate Auto, the latest electric upstart determined to do what the major automakers apparently can’t: build a properly affordable EV.

Slate Auto, an electric vehicle startup backed by Amazon CEO Jeff Bezos, unveiled its inaugural truck the company says starts at a price of $20,000 for the most bare-bones version, a lower price than competitors including Elon Musk’s Tesla vehicles.