Amble
How can we move beyond cars for short journeys?
By reimagining a forgotten vehicle category.
Born in Portugal, the company is building a premium EV platform that enables people to take shorter journeys in a new way.
As part of the founding team, we helped shape the strategy, brand and product from day one.
Focus on short range mobility.
The forpeople team started by framing the Amble vision through an experience analysis workstream.
We looked at shorter journeys across different scenarios, from natural settings in premium hospitality (where currently golf carts are used and often underperform), to the needs of moving around in neighbourhoods and urban environments.
We realised that the buggy category has not evolved in decades.
There was clear white space between e-bikes and cars for a new, design-led and aspirational category of vehicles opened up.
Born under the sun.
Amble One was developed in close collaboration with our long-term collaborator, the designer Julian Hönig.
The vehicle is defined by radical openness, a decision that not only saves weight but crucially invites a connection to the surroundings. Rather than adding parts and features, we constantly asked ourselves what could be removed. This challenged the separation between chassis and body, interior and exterior, and rejected the trend towards evermore screens.
We opted for simple geometry and a modular approach to design so users can adapt Amble One to their own needs and easily maintain it. And we embraced low-volume manufacturing, allowing us to test drive every feature.
The HMI follows the same philosophy: minimal screens, intuitive interactions and a focus on the people in the vehicle rather than the technology.
Materials with soul.
Designed to age beautifully.
When we paired back the industrial design to only essential elements, the choice of materials became central.
Our inspiration came from outdoor furniture and equipment, and the yacht industry — known for prioritising materials that are robust, sophisticated, and age well.
We topped aluminum and steel with a yacht-grade canvas roof, and designed a cork steering wheel that nods to Amble’s Portuguese origins.
Made to wander.
Open and alive. The forpeople team set out to create a sophisticated yet joyful brand.
From the outset, Amble was designed to embody the simple joy of wandering, whilst enjoying the surroundings. The ‘walking A’ brandmark encapsulates this idea.
The palette is drawn from the natural beauty of Amble’s Portuguese origins combining colours and textures found in the cliffs of the Algarve.
It’s a brand that’s grounded in real life - a counterpoint to high tech and ultra-convenience.
“Here comes a potential game changer”
Amble has created a new category of electric vehicle designed specifically for short-range journeys.
Together, we've helped transform an overlooked mobility segment into a new, design-led category attracting demand from some of the world's leading hospitality destinations.
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