Adam Norris, the founder of e-scooter business Pure Electric, started the company after his son Lando signed his first F1 contract with McLaren. Norris felt that he needed a passion project after being Lando’s caretaker for five out of seven days each week. Pure Electric produces a range of innovative e-scooters that vary in need and price. Norris’s time spent in racing paddocks during Lando’s climb up the ranks towards F1 gave him the idea to build a company around the need to get from A-to-B over a distance efficiently with zero emissions. E-scooters represent the perfect form of transport in racing paddocks, providing them with the ideal market.
“Our idea was to produce the safest, most compact, portable, practical and beautiful product in the world,” said Norris. He aimed for the top-end of the market with the Dyson-style market in mind. The all-new Pure Advance e-scooter has fold-up floorboards that place the rider’s feet parallel to the direction of travel, a lower centre of gravity and self-centring steering that enhance handling and prioritise safety. The aluminium alloy frame is lightweight and sturdy, housing a 37V, 9.6Ah Lithium-ion battery with an IP65 waterproof rating. Paired with the Advance’s 500W (710W Peak) electric motor, the power pack propels the base and foldable Flex models to a top speed of 15.5mph (25kph) with a range of 24.8-miles (40km). In the higher-spec Advance+ model, a 36V, 12Ah power unit provides the same top speed but boosts the range to 31 miles (50 km).
The UK-based firm’s products launched this month, currently serving the UK as well as France, Spain and Belgium, but has international aspirations. Pure intends to expand into the US market by August 2023 and later into Dubai and Saudi Arabia. The e-scooters present a convincing value proposition, particularly for students, due to their affordability and lower cost than a car. They are also environmentally friendly, aiding the global community’s efforts to reduce pollution.
“I’m a car fanatic, so I’ve had Aston Martins, Porsches, and Mercedes, but I’ve moved towards a hybrid Range Rover and an electric Porsche Taycan because I believe we must do more for the environment and particularly urban pollution,” Norris said.