Tisha Johnson is a rarity in the car world: an automotive design leader who is not a man. Women are sometimes put in charge of the interiors or the materials, but few get to shape the whole look of a vehicle. As head of design at the EV-maker Slate, Johnson does. The pickup truck version of its EV starts at just under $25,000, making it the cheapest pickup on sale in the US, electric or not. Trouble is, cheap products are usually a compromise, and compromises rarely inspire affection. Johnson’s Slate, however, has won design awards, not just praise for its price tag.

“We didn’t want [Slate] to be a jerk,” Johnson says, “or look like a beast on the road.” That thinking shows in the truck itself—not just in its modular, add-on-friendly design (pictured here in its Fastback guise), but in the fact the EV was designed to be loved. Strong shoulders and approachable round headlamps were favored over macho arrowed surfacing. “The attraction that draws you to Slate is based on something that is lasting from inside out. It’s a deeper connection,” Johnson says. Some 180,000 reservations and counting for the Slate, along with those awards, seem to more than prove her point.

Away was founded in 2015 by entrepreneurs Jen Rubio and Steph Korey, both with backgrounds at the eyewear maker Warby Parker. In its first year, Away generated $12 million in sales and sold more than 100,000 stylish, reasonably priced suitcases. It has been an impressive rise, and the Softside Carry-on currently tops WIRED’s best buy list .

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