Julian Hoenig, formerly a design leader behind the Apple Watch, has cofounded Amble to bring an electric buggy to market. The Amble One, inspired partly by the 1960s lunar rover, is priced at $25,000 and will first reach resorts next year, with wider consumer
When Julian Hoenig left Apple, the plan wasn’t to build an electric vehicle company. He had spent years leading the design of the Apple Watch, and the next step felt like it could be anything but an EV pitch.
Then a simple conversation changed the direction. Hoenig’s friend owned a resort and couldn’t find a good transportation option for guests. Golf carts—the usual answer—weren’t designed for the job. In that gap. Hoenig saw a different kind of vehicle taking shape: an electric buggy that could do what golf carts couldn’t.
That idea turned into Amble. The startup, cofounded by Hoenig and three others, launched today with its first vehicle, the Amble One. The design draws aesthetic inspiration partly from the 1960s lunar rover. aiming for something that’s stripped down without disappearing into blandness. Hoenig, who now leads design for the company, puts it plainly: “The goal is to keep it simple, but recognizable.”.
For now, the Amble One’s timing is split between hospitality and everyday life. The company plans to launch the vehicle first at resorts when it comes to market next year. But Amble is also opening up a waitlist today for everyone else—including customers who want to use it in cities as an alternative for trips that might otherwise rely on a car.
Price is part of the appeal. The Amble EV is $25,000, positioned as affordable compared with conventional EVs. Amble is also hoping to attract consumers who have been looking at low-speed alternatives such as tiny Japanese kei trucks. After deliveries to resorts in 2027, consumer deliveries will begin in 2028.
The vehicle’s concept is built around one question: how much of a car can be removed if it’s meant for short journeys? Like a typical EV, the Amble One has a skateboard-style battery at the bottom. But the open frame is meant to be practical at resorts, making it easy for guests to jump on and off.
That openness becomes a trade-off in a city. In climates where exposure can be a problem, the exposed design may not fit everyday use. The designers argue the downside comes with a benefit instead. Like riding a bike, they say, it’s a different way to experience the neighborhood.
Michael Tropper—another cofounder. previously working on Ford’s advanced design team and founding the creative agency Forpeople—frames it as more than comfort. “The openness means you are more connected to your environment,” Tropper says. He also argues that the difference is behavioral: “You’re more likely to talk to your neighbors. You’re more engaged with what’s going on around you.”.
Tropper draws a line between feeling sealed off and feeling present: “We do think there’s a behavioral difference whether you are in a cocoon in a completely closed-off vehicle, or if you’re in something open.”
That philosophy shows up in the cockpit too. The dashboard is intentionally simple, with no big displays, partly to nudge users toward their surroundings instead of screen time. “We want people to enjoy a way of life that’s going slower and connecting to each other and connecting to nature. ” Tropper says. The maximum speed is limited to around 40 mph.
Amble’s city vision is practical and familiar: local errands, or dropping kids off at school. For those needs, the company also points to modularity. Like the new Slate EV, the Amble One has a modular design that lets owners add more features later. Over time, that could include accessories such as a cargo box to convert it for deliveries.
Minimal design is also where materials take center stage. The steering wheel is made from cork, and the roof is canvas. Repairs are built into the plan as well. with the company emphasizing that everything is designed to be easy to fix. Hoenig describes the thinking this way: “The longevity in the product use was also baked in from the beginning.”.
Amble Amble One electric buggy Julian Hoenig Apple Watch design Michael Tropper EV startup resort transportation neighborhood vehicle low-speed electric