The Amber One, besides being electric, will reportedly also be long-lasting, with an estimated life span of 1.5 million km (over 930,000 miles) - which we assume may be the useful life of the platform and not the batteries themselves.
Amber Mobility intends to have running prototypes next year, and start pilot production in 2018.
The initial press says that for €33 a week ($37) gets one access to the cars, which, times four, would be about €132 ($148) a month.
In countries like Netherlands it could be an interesting proposition, as monthly spending on private cars is often much higher.
The cars will be available within 30 minutes walking distance, and there will be no requirements of returning them to their original base.
Freedom far beyond car ownership
Cars are the second most expensive thing we buy. Yet we hardly use them. Our precious cars are standing idle 23 of the 24 hours in a day. Owning a car, apart from a few exceptions, is no fun. Cars are expensive - gas, insurance, taxes, parking, which all sums up to 520 euros per month - and need a lot of maintenance.
Why then do people want to own cars? Freedom! Amber is offering the freedom to use a car when and where you want without the need for ownership. This is following the trend set by Spotify and others where people pay for on demand satisfaction and not for ownership. Amber is going to give you Guaranteed Mobility. For 33 euro’s a week customers have access to a car whenever and wherever they need it.
Thanks to partnerships with leasing giant Athlon and ABN AMRO bank we will start in October 2016 with Corporate Mobility, the precursor to Guaranteed Mobility. In this business to business environment we will test and develop our software and service. We are already in discussion with NXP, ASML, Philips and others to also start a Corporate Mobility hub on the High Tech Campus.
This go-to-market strategy will be scaled to realize a nationwide coverage for Guaranteed Mobility by 2020. We know that there is a demand for this service. Our own survey of more than 200 people shows that one in six Dutch drivers really wouldn’t want to own a car if they could get an alternative with the same benefits. That is more than 2 million early adopters, representing an annual target market of a minimum of 3.5B.
What are our customers going to get? Within half an hour and within walking distance, there will always be a car available. With your phone you can easily locate, unlock and start it. When you get in all your personal settings are transferred to this car. You drive "your car" to where you need to go. Upon arrival, you check out and leave the car. No need to return it. We offer freedom and flexibility far beyond owning a car.
However, currently there is no car designed to be shared. To do this right we have to build our own car. We are developing the first car purposely built to be shared. If you’re going to race on a track, you need a Formula 1 car. If you’re going to transport goods, you need a truck. If you’re going to share cars in a service platform, you need the Amber One.
This car is what makes our business model work. Amber One is a lightweight, long range, highway capable electric vehicle with a lifespan of over 1.5M kilometers. It is a modular car that will be easily upgradeable to the latest technology. And it is fully personalizable to any user that steps in. The long lifespan and modularity reduce costs, and the user experience is optimized. We are implementing the economic models and technology from the smartphone, aircraft and truck industry here. We have the team and the ecosystem to create and build such a car. Integrating the hardware and the service will set us apart from the competition. With an investment of €60M Amber Mobility will give the Dutch automotive industry a brand new position in the €3 trillion automotive market.