Women Lead the Charge in America’s New Electric Vehicle Venture

Chris Barman is among the rare automotive CEO leaders. He heads Slate, a newly launched electric vehicle company that unveiled its inaugural product—a convertible pickup truck that can transform into an SUV—yesterday.

Tisha Johnson, who leads Slate’s design division, stands out as one of only a few females heading up a automobile manufacturer’s design section.

Collectively, they form essential chapters in Slate's narrative.

Both ladies traveled a lengthy and twisty path to reach their current positions. Johnson disclosed this information. The News Pulse She began drawing sketches during her elementary school days. As early as fifth grade, she mentioned, “I’ve been crafting car designs for my family and friends.” This enthusiasm steered her towards attending the Art Center College of Design. For her final project, she concentrated on "applying effective design to areas where it could make the greatest difference." Her specific focus involved developing a vehicle tailored for individuals juggling roles as solo parents with limited financial means seeking dependable transport.

That concept is aimed at the kind of customer Slate aims to attract with its latest model.

The bartender followed a distinct route yet shared comparable passions. "My career at a major original equipment manufacturer was quite fascinating... During my internship, I focused on the initial development of the Viper as part of my training. Later, I served as a vehicle line executive for the Prowler project. Additionally, I contributed to bringing back the second-generation 300, Charger, and Challenger models—very thrilling projects," she recounted.

The CEO reflected: "The first car I ever drove was an old one." Ford Ranger. That referred to the farm truck, whereas the first vehicle truly belonging to me was a Sundance America. Here’s what happened: After completing my first year studying engineering at Purdue University, I secured an internship. My parents insisted I shouldn’t drive a secondhand car; they preferred I have something dependable.

So, we ventured out and did some comparative shopping, and the Plymouth Sundance came with a model named the America, essentially a stripped-down edition... featuring a six-speed manual transmission, without air conditioning and no FM radio. However, it suited our financial limits. I cherished that vehicle for providing me with independence and a sense of safety. Being a new car only added to my appreciation.

When I pondered over Slate and looked back, I realized, ‘Alright, the Plymouth brand has disappeared. The Pontiac brand is no more. Even Saturn doesn’t exist anymore. So, where can people turn now? And if I could revisit that moment, what exactly would I be searching for? What options would have been within my budget?

Prior to joining Slate, Johnson had distanced herself from the automotive sector. However, following a conversation with Barman, she became enthusiastic about the idea. She stated, "At that point, I genuinely wanted to be involved in this transformation. Although I had moved away and stepped out of the auto industry, I realized this is exactly where I belong and what drives me."

Johnson isn’t merely focused on crafting designs for trucks and SUVs at Slate; she became deeply engaged with the firm from an initial stage. Her contributions have spanned across shaping models, developing brand identity, and impacting the core essence of the business. “This couldn’t be more thrilling for me,” she expressed.

Tisha and Chris offer the perfect blend of experience and leadership needed for Slate to provide highly affordable, customizable, and dependable electric vehicles, according to Slate’s Chief Commercial Officer, Jeremy Snyder. He emphasized that having different viewpoints from various gender identities is essential in shaping the optimal product.

Johnson was straightforward about this: “Women view cars in a way that differs significantly from how men do.” She highlights that opinions on the aesthetic appeal and practicality of a vehicle can differ greatly based on whether they come from women or men. “Often, despite being quite passionate about automobiles myself,” she explains, “when I’m sitting in a car alongside one of my male counterparts, our perspectives tend to diverge. My viewpoint might be influenced by my experience as a mother or stepmother, or perhaps we simply prioritize different aspects once we’re inside the car.”

She can trace particular elements of the Slate design back to her own life stories. “Our control panel is set quite low, and we designed an ample, wide-open area suitable for holding a handbag. It’s a great spot for placing your wallet after spending some money on it. You cherish these items; they matter to you. They should be kept safe yet remain pristine. Women often discuss this concern, so we included an accessible compartment that doubles as storage for a laptop case.”

She also made sure the vehicle had a low loading floor and an easily accessible “low step” into the cargo area, catering to a broad range of individuals’ heights. Instead of designing solely for someone at the 95th percentile, like many in the automotive industry typically do, Slate aims to reach up to this level but inclusive of everyone below it as well.

Ideally, we aim to include women in the development process since our experiences will organically integrate themselves into discussions and final outputs. When this happens and features cater specifically to women’s requirements, it follows suit that these adjustments also address the necessities of families. Women often consider aspects like how children get in and out of cars comfortably. Additionally, they take into account potential needs within households. Consequently, incorporating female perspectives helps us better serve a wider range of user needs,” explained Johnson.

The bartender concurs that involving women in automotive design is essential. She stated, “It’s crucial to have more female leadership roles within this sector. Women influence around 70-80% of car-buying choices, whether directly or indirectly. Therefore, they must participate in crafting such intricate products like vehicles. Their insights into usage patterns, desired features, and various scenarios can significantly shape designs. Understanding what appeals to women and knowing precisely what information they seek when considering a vehicle—this input is vital. The greater number of women engaged in these conversations and present during decision-making processes will result in superior offerings tailored to consumers’ needs.”

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