Pure Electric Launches in UAE, Pioneering the Future of Micro-Mobility

Dubai, UAE – February 24, 2025

Pure Electric, Britain’s award-winning e-scooter brand, proudly announces the launch of its latest and most innovative electric scooter range in the UAE. This marks the brand’s official expansion into the Gulf Cooperation Council (GCC) region, with Saudi Arabia and other GCC markets to follow.

The official hard launch, planned for February, signifies a major milestone for Pure Electric as it establishes its presence in the Middle East. With a strong commitment to sustainable urban mobility, Pure Electric aims to provide cutting-edge e-scooters designed to improve city travel while reducing pollution and congestion.

Adam Norris, Founder at Pure Electric, commented:
“This launch into the UAE is a pivotal moment within our global expansion plan. It reflects our commitment to the micro-mobility sector and our dedication to providing a sustainable, safe, and enjoyable solution to urban travel. Our latest range of electric scooters has been engineered with the end consumer in mind, designed to positively impact local communities by improving urban transport.”

Pure Electric’s expansion is driven through a strategic partnership with Harris Qureshi, leading Pure Electric GCC.

Harris Qureshi, Pure Electric GCC, added:
“I am thrilled to spearhead Pure’s expansion across the UAE, Saudi Arabia, and the wider GCC region. We are introducing the world’s best e-scooters to this dynamic market. With my extensive experience in the electric mobility sector and a strong working relationship with the Norris family, this partnership is set to reach new heights. Our mission is to enhance urban mobility and contribute positively to the region’s sustainable transport landscape.”

Introducing Pure E-Scooters: Innovation & Safety at the Core

Pure Electric’s electric scooters  are crafted by an expert team of in-house engineers, challenging conventional scooter design with a rider-first approach. The latest models feature:

• Revolutionary Forward-Facing Riding Position: A natural, forward-facing stance with feet apart, ensuring superior stability and comfort.
• Pure Flex – A World-First Compact Solution: Designed for urban convenience, this ultra-compact e-scooter easily fits in a car boot, public transport racks, or small storage spaces at home.

Further cementing its reputation for high-performance innovation, Pure Electric has collaborated with the legendary racing team and supercar manufacturer, McLaren, to introduce the Pure x McLaren 2024 collection. This exclusive partnership blends Pure’s cutting-edge e-scooter technology with McLaren Automotive’s expertise in hybrid power and precision engineering.

Adam Norris added:
“We want to offer city dwellers a safe, unique, and forward-thinking mobility solution designed from the ground up. Our entry into the UAE and the GCC is a significant step toward our vision of transforming urban transport.”

For more information, visit https://pureelectric.ae // bal@seranicomms.com