What if you designed a new class of vehicle from the ground up?
Joseph Cohen first cofounded Universe, the mobile-first website builder, before turning his attention to the physical world. He and his brother Eddie Cohen now run Infinite Machine, an automotive company reimagining how people move through cities — not with cars, but with something entirely new, starting with the electric motorcycle.
We met at Infinite Machine's headquarters in New York City, where Joe walked us through the design philosophy behind “non-car” vehicles, why electrification unlocks radical new form factors, and what it means to bet on autonomous people over autonomous cars.
00:00 – Intro: Color Outside the Lines
01:50 – A New Symbol for Freedom
05:52 – The Stolen Vespa
09:49 – The P1 vs. The Vision Pro
12:52 – Hard Modernism
17:26 – Painters Who Paint Factories
19:42 – Ten Times the Trips
23:33 – The Vespa Has No Engine
27:51 – Ask New Questions
32:00 – The Company as Medium
34:11 – Outro: What Memories Will You Make
S2:E5 Joseph Cohen: Infinite Ride
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