Pure Electric is the electric scooter brand redefining how people move through cities. Founded in 2018 by entrepreneur Adam Norris, father of Formula One World Champion Lando Norris, Pure Electric was created with a clear purpose, to develop well-designed electric scooters that could genuinely improve everyday travel. Engineered with a focus on control, comfort and reliability, Pure Electric scooters deliver world-class features across the range. One defining feature is the forward-facing riding position, riders stand with their feet apart while facing forward. This creates a more natural stance that improves stability and comfort, helping riders feel balanced and in control during everyday urban travel. The range runs on rechargeable lithium-ion battery packs sealed to IP65 specifications, making them environmentally protected. For South Africans navigating busy cities and increasingly complex transport patterns, the Pure Electric range introduces a compact alternative that easily fits into daily routines. Core Group is the exclusive distributor of Pure Electric in South Africa, offering local servicing, repairs and genuine spare parts in-country.
