Pure Advance Range

The electric scooter offers riders incredible benefits – faster, cheaper, greener travel – but the design has remained largely unchanged for years. Having evolved from a children’s toy with bolt-on motor and battery, many of the design decisions behind electric scooters lack traceability and purpose. Pure Electric recognises the benefits of the category and aims to develop e-scooters for modern city residents. Our challenge is to interrogate the fundamental decisions behind light, electric, urban transport and develop a form of transport that delivers what urban riders need – safety, performance and flexibility.

The Pure Advance range challenges many conventions of regular e-scooters. Most notably, riders take a natural, forward-facing stance, with feet apart, delivering a more stable and comfortable ride compared to a traditional scooter. Safety features have been upgraded to include integrated front and rear indicators as well as patent-pending Pure Control™ steering stabilisation, which swaps jittery, unsafe steering for smooth, controlled turns. With multiple folding features, the Pure Advance range is designed for storage in small urban spaces or maximum flexibility for multi-modal journeys.

The Pure Advance range aims to create positive impact from a personal to a global level. To the individual consumer, the Pure Advance range offers a faster, more flexible and more affordable option to travel around the city. At under half the cost of most e-bikes, from just £799 (AUD~1500), the Pure Advance offers a compelling alternative to public transport or sitting in congested traffic. From a macro perspective, Pure Electric hopes to replace as many journeys as possible with clean, emissionless transport, improving air quality in cities and reducing the carbon footprint of personal travel.

The Pure Advance range from Pure Electric features two e-scooters: the Pure Advance and the Pure Advance Flex. With rider experience and safety at the core of the design process, the products have been designed from the ground up, enabling the rider to take a natural, forward-facing stance, with feet apart, delivering a more stable and comfortable ride compared to a traditional scooter. With multiple folding features, the Pure Advance range is designed for storage in small urban spaces or maximum flexibility for multi-modal journeys. Core functions haven’t been compromised by the new riding format: a 500W motor (710W peak) aids easy acceleration and hill-climbing, and high-capacity batteries offer up to 50km of range. Safety features have been upgraded to include integrated front- and rear indicators as well as patent-pending Pure Control™ steering stabilisation, which swaps jittery, unsafe steering for smooth, controlled turns. The Advance and the Advance Flex have been designed around a hydroformed, aluminium chassis. Design and material selection for every single component have been carefully considered to keep the scooter as lightweight as possible, while also providing reliable mechanisms and a solid ride quality.