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#1 Campaign in Automotive · November 2026
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#1 Campaign
Automotive · November 2026

Slate’s Screenless GPS

PR Campaign
Thursday 12th November, 2026

Slate put a $30 Rand McNally road atlas in its online shop as a tongue-in-cheek “screenless GPS” for its minimalist electric pickup. The map’s zero boot time and unlimited battery life make a neat joke of the truck’s lack of built-in navigation, while reinforcing Slate’s low-tech positioning.

Why it worked: It flipped a tech expectation with a physical product-as-punchline, a purchasable prop that dramatised the no-screens positioning in one glance.

The lesson: Consider selling a cheap, ironic “anti-feature” item that physically embodies your brand stance and turns an absence into a headline.

Slate Rand McNally
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
gearpatrol.com Slate’s "New" Super-Affordable Truck Accessory Is as Analog as It Gets | Gear Patrol Thursday 12th November, 2026
insideevs.com Slate Is Selling A $30 'Screenless GPS' For Its Low-Tech Truck Thursday 12th November, 2026
roadandtrack.com Slate Auto Is Selling a Road Atlas As a $30 ‘Screenless GPS’ for Its Truck Friday 13th November, 2026
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