Joseph Cohen: Infinite Ride

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