Tisha Johnson, a rare female leader at an automobile company, has designed the EV truck that has won over 180,000 preorders. Her approach focuses on creating a vehicle that is not just functional but also visually appealing and accessible.

The key to Johnson's success lies in her rejection of hyper-masculine design tropes. The Slate's front fascia features round headlamps and an alert expression, making it friendly yet confident. The side mirrors also have a 'landing pad' for decals, allowing for personalisation without compromising on style.

Johnson’s journey began with her thesis at the Art Center College of Design in 1999, where she designed a vehicle for single mothers. This experience undoubtedly informed her approach to designing a utility vehicle that caters to everyone, not just men. The result is a truck that is both familiar and modern, offering personalisation options through simple and affordable changes.

The Slate’s modular design allows owners to change the truck's appearance in just two days for as little as £500. This democratic approach to design sets it apart from other companies, delivering on its promise of accessibility while maintaining a strong sense of identity. Johnson believes that by ditching traditional masculine tropes and focusing on empathy and affordability, she has created something truly special.