Pure Electric

PURE Electric – Designed for a Better Way to Move

PURE Electric is a British electric mobility company on a mission to change the way people move through cities. Founded in 2018 by entrepreneur Adam Norris, the company develops innovative e-scooters that combine distinctive design, intelligent engineering and an uncompromising focus on rider safety. Since its launch, PURE Electric has grown from an ambitious British start-up into an internationally established mobility brand. Today, PURE is active in more than 17 countries and has sold over 350,000+ e-scooters worldwide.

The idea behind PURE Electric began with a simple question: why should people have to accept compromises when choosing an e-scooter? Too many products were difficult to control, uncomfortable to ride or designed around technical specifications rather than the needs of the rider. Adam Norris believed that electric scooters could be safer, more intuitive and more enjoyable, while at the same time providing a practical alternative for everyday journeys. This belief continues to shape the company’s approach to product development.

PURE’s vision is to help create cities in which short journeys are cleaner, smarter and more efficient. Urbanisation, increasing congestion and the need to reduce transport-related emissions are changing the way people think about mobility. E-scooters can play an important role in that transformation, particularly for short urban journeys and the first or last mile of a longer trip.

PURE Electric wants to make this form of mobility accessible to a broad international audience without losing sight of quality, safety or design.
Every PURE e-scooter is designed and engineered in the United Kingdom.

The company’s product development teams concentrate on the aspects that make a genuine difference in everyday use: stability, control, comfort, durability, portability and ease of ownership. Instead of treating the e-scooter as a scaled-down version of another vehicle, PURE develops each model around the specific requirements of the rider and the realities of modern urban travel.
Safety is central to this philosophy. PURE challenges conventional e-scooter design and has developed several patented technologies aimed at improving the relationship between rider and vehicle. Selected models feature PURE’s distinctive forward-facing riding position, allowing riders to stand with their feet placed in parallel on either side of the frame. This creates a more natural stance, helps distribute weight more evenly and gives the rider a greater sense of stability and control. The design also allows the rider to look ahead comfortably and respond more confidently to the surrounding environment.

The objective is not to add technology simply for the sake of it, but to solve the issues riders encounter in real life: uneven surfaces, changing weather, frequent stopping, limited storage space and the need to feel secure from the first journey onwards.
PURE Electric offers a broad portfolio of e-scooters for different lifestyles, expectations and budgets. Although PURE is positioned as a premium mobility brand, premium does not mean limited to a single price category. The range has been developed to make PURE’s design and engineering accessible across the most relevant consumer segments. From straightforward models for daily commuting to high-performance scooters with extended range, advanced suspension and removable batteries, customers can choose the product that best suits the way they travel.
The PURE Air range brings together robust everyday usability and contemporary British design. Depending on the model, features include suspension, powerful drive systems, water resistance and carefully tuned ride characteristics. The PURE Escape range takes comfort and capability further, with models designed for riders who expect longer range, greater performance and additional flexibility. Removable battery concepts on selected products make charging and ownership more convenient, particularly for people living in apartments or using their scooter intensively.

PURE Flex demonstrates how practical electric mobility can also be remarkably compact. Its innovative folding construction has been designed for situations in which space is at a premium. The scooter can be stored at home, placed in a car or combined with other forms of transport more easily than a conventional full-size model. This makes it especially relevant for urban consumers who want the freedom of individual mobility without allowing the vehicle to dominate their living or storage space.

Design plays an important role throughout the PURE range. Clean lines, confident proportions and intelligently integrated components give the products a distinctive appearance without compromising usability. Controls are intended to be clear and intuitive, while displays provide the information riders need without unnecessary distraction. Materials and construction are selected with daily use in mind, helping the scooters retain their quality and character beyond the initial purchase.
More than 350,000+ PURE e-scooters have now been sold worldwide. This milestone represents more than commercial growth: it shows that increasing numbers of consumers are choosing e-scooters as a credible part of their everyday mobility. PURE is now present in over 17 countries and continues to expand through retail, distribution and service partnerships. These partnerships allow customers to discover PURE products through trusted local channels while supporting the level of advice and after-sales care expected from a premium brand.

Retail remains an essential part of PURE Electric’s growth strategy. An e-scooter is a product that many consumers want to see, understand and experience before making a decision. Strong retail partners can explain differences in riding position, comfort, range and performance, helping customers choose the right model for their individual needs. PURE therefore works closely with its partners on product training, merchandising, marketing and long-term category development.

This is particularly important as micromobility develops into a global megatrend. Consumers are increasingly looking for flexible alternatives for short journeys, while cities and governments are searching for ways to reduce congestion and improve the efficiency of urban transport. The e-scooter category is moving beyond its early phase and becoming an established part of the wider consumer electronics and mobility landscape. Customers now expect better design, improved safety, dependable quality and products that fit naturally into their daily lives.

PURE Electric believes that the next stage of the market will be defined by meaningful innovation and responsible growth. Every trip completed on an appropriately used e-scooter has the potential to contribute to a more flexible and less carbon-intensive transport system. This is how PURE supports the broader ambition of helping to decarbonise the planet: through practical products that people genuinely want to use.

At IFA 2026 in Berlin, PURE Electric will present its current portfolio and the latest developments in its product range. Visitors will be able to experience the diversity of the PURE line-up, explore the thinking behind its British engineering and discover how the company is addressing the changing expectations of consumers and retail partners. The presentation will cover solutions for different price points and use cases, from accessible everyday mobility to premium models featuring advanced comfort, performance and portability.
IFA also provides an opportunity for PURE to share its international growth plans and meet the retailers, distributors and industry partners who are helping to shape the future of the category. As demand for high-quality e-scooters continues to grow, PURE is investing in stronger local partnerships, wider availability and a consistent consumer experience across its markets.
PURE Electric’s ambition is clear: to create e-scooters that people feel confident riding, enjoy owning and want to make part of their daily routine. With British design and engineering, several patented technologies, a portfolio covering the most relevant consumer needs and more than 350,000 scooters already sold worldwide, PURE is helping to define the next generation of personal electric mobility.

The ride is everything.

Visit PURE Electric at IFA 2026 in Hall 4.2, Stand 130.