Pure Electric

Pure Electric, British specialist in electric scooters

Pure Electric is a UK retailer focused on the sale of electric scooters and related products. Its catalogue includes the Air⁶, Advance, Flex, Escape and Pure x McLaren ranges, as well as accessories and spare parts. The company presents itself as a British specialist in electric scooters and states that its models are designed in the United Kingdom.

Electric scooter catalogue

The shop organises its main offering into several product families. Featured models include:

• Air⁶ Suspension: from £33.25/month at 0% APR or £399.00.
• Air⁶ Ultra Max: range of up to 90 km, from £54.08/month at 0% APR or £649.00.
• Escape Pro+: with Ultimate Riding Stance, from £41.58/month at 0% APR or £499.00.
• Escape Ultra Max: described as the most powerful model, from £54.08/month at 0% APR or £649.00.
• Flex: presented as the world's most compact electric scooter, from £74.91/month at 0% APR or £899.00.
• Pure x McLaren: edition developed with racing DNA, from £74.91/month at 0% APR or £899.00.

There is also an Outlet section with refurbished and discounted scooters. The full electric scooter catalogue starts from £20.75/month at 0% APR or from £249.00. The range also includes the Air⁵, Flex and Escape+ models.

Technical and design features

The company highlights a number of technical solutions featured in its scooters. The motors can deliver up to 1201 W of power, depending on the model. The Active Steering Stabilisation™ system gently returns the handlebar to centre after a turn to maintain control on uneven terrain. The Ultimate Riding Stance riding position, developed by British engineers, aims to improve balance and handling. The GlideMotion™ suspension combines front telescopic forks and adjustable rear twin shocks. Water resistance is IP65-rated, designed to protect key components from rain and splashes.

Awards and expert reviews

The site features ratings from specialist media. Stuff Gadget Awards 2025 awarded it the E-Bike or E-Scooter of the Year prize. Red Dot Design Awards recognised its in-house design. The Platinum A' Design Award in the scooter design category is also mentioned, along with positive reviews from publications such as T3, Expert Reviews and Tech Radar.

Purchase and financing services

Pure Electric offers free next-day delivery for orders placed before 2 p.m., 30-day returns and 0% APR financing through Klarna. The company acts as a credit broker, not as a lender, and works with Klarna AB (publ), Clearpay Finance Limited and PayPal UK Ltd. Pure Electric Limited (FRN: 838075) is an appointed representative of Product Partnerships Limited, authorised and regulated by the Financial Conduct Authority. For complaints about financial products, it provides the address finance.complaint@pureelectric.com.

Presence and reach

The company operates repair centres in the United Kingdom and has a store locator. Its products are available at leading retailers in the country. The site allows users to select a market from the United Kingdom, Australia, Belgium, Brazil, Denmark, Finland, France, Germany, Ireland, Japan, the Netherlands, Northern Ireland, Norway, Sweden, Switzerland and the United States.

Editorial content and regulations

Pure Electric publishes a blog with news, riding tips and expert reviews, including articles such as model comparisons or guides on which scooter to choose. The website includes a legal notice on the use of electric scooters: in the United Kingdom it is only legal to use them on private land with the owner's permission, and it is prohibited to ride them on public roads, cycle lanes, bridleways or pavements.