Amble, a startup cofounded by former Apple Watch design lead Julian Hoenig, launched its first electric buggy today. Dubbed the Amble One, the vehicle takes aesthetic cues from the 1960s lunar rover and is positioned as a neighborhood alternative to cars for short trips.
The company plans to debut the vehicle at resorts next year before opening sales to general consumers. A waitlist opened today for customers interested in using it for urban errands or local travel, according to the startup.
Priced at $25,000, the Amble One undercuts conventional EVs significantly—a deliberate strategy to attract those who might otherwise consider a golf cart or a second car. Hoenig identified the gap after a friend who owned a resort complained about the lack of suitable guest transportation, as golf carts weren't designed for the job.
The startup faces established players in the low-speed vehicle space, including Polaris' GEM line and Club Car, but Amble aims to differentiate through design and a direct-to-consumer model. The $25,000 price point targets suburban households seeking an affordable, sustainable option for short-distance travel.
Hoenig, who led Apple Watch design, cofounded Amble with three others. He noted the goal was to "keep it simple, but recognizable." The company has not disclosed its funding details or total investment raised.