Apple, Audi Alumni Launch $25,000 Amble One EV

Amble, a European electric vehicle startup, officially launched out of stealth mode this week, introducing its debut model, the Amble One. This new entrant aims to offer stylish and affordable electric rides, with the Amble One priced at $25,000. The company's founders bring significant automotive and design experience, having previously worked at Audi and Ford, and also founded Cowboy ebikes and the creative agency Forpeople, which has worked with Nio EVs and Arc'teryx.

The design of the Amble One is notably influenced by former Apple car project contributors. Julian Hoenig, Amble's design lead, was involved in Apple's canceled car initiative. This background is reflected in the Amble One's aesthetic, which has been described as reminiscent of Apple's design language, despite the company being based in Lisbon, Portugal. The vehicle's appearance has been compared to a more advanced concept of a golf cart, aligning with its intended use cases.

The Amble One is engineered as a street-legal, stripped-down electric buggy. Its design prioritizes maneuverability and suitability for environments where traditional cars are less practical. Amble has specified that the vehicle is intended for use on coastal paths, private estates, and the unpaved tracks often found connecting luxury accommodations to the sea. This positioning suggests a niche market focused on leisure and specific lifestyle environments, rather than general urban or highway transportation.