Pure Advance Flex: Redefining Urban Mobility

Revolutionizing E-Scooter Design for Enhanced Safety, Performance, and Flexibility

Most e-scooters on the market follow a design template that hasn't changed much over the years. They are essentially motorized versions of children's scooters. Pure Electric, however, decided to take a different approach. They interrogated the design from the ground up, focusing on what an urban rider truly needs. The result is the Pure Advance Flex, an e-scooter that offers a more stable and comfortable ride.

One of the unique features of the Pure Advance Flex is its natural, forward-facing stance. Unlike traditional scooters where the rider stands with one foot behind the other, the Pure Advance Flex allows the rider to stand with feet apart. This design choice not only enhances stability but also makes the ride more comfortable. The scooter also folds down into an ultra-compact package, making it perfect for storage in small urban spaces or for multi-modal journeys.

The Pure Advance Flex is built around a hydroformed, aluminium chassis. Every component, from the design to the material selection, has been carefully considered to keep the scooter as lightweight as possible while ensuring a solid ride quality. The scooter also features patented folding handlebar mechanisms and the Pure Control steering system, which provides a stable and controlled riding experience.

The design process of the Pure Advance Flex involved a lot of creativity and research. For instance, during the early development stages, the design team carried an empty cardboard box with them while travelling. The aim was to define the maximum space package that would fit on all forms of public transport. Over time, the box evolved in size and shape until it would fit anywhere and everywhere it was taken. This box was used to set the size requirements of the scooter.

Despite the many challenges faced during the development of the Advance Flex, the biggest hurdle was mass manufacture. Transitioning from a prototype to a production line that produces category-leading products time and time again required an incredible understanding of tolerances, manufacturing processes, and a great deal of trial and error.

The Pure Advance Flex was awarded Platinum in A' Scooter Design Award in 2023, recognizing its exceptional and highly innovative design. It is not just an e-scooter; it's a revolution in urban mobility, designed to fit seamlessly into the lives of its riders.