Pure Electric Scooter. Picture: Razor PR
The way people move through cities is changing, and electric scooters are becoming part of that shift. Whether it is a quick trip to the shops, a ride across a residential estate, or the final stretch of a daily commute, compact electric mobility is starting to find its place in everyday life.
Now, South Africans are getting access to one of the world’s best-known scooter brands as Core officially launches Pure Electric locally. Through the partnership, Core will hold exclusive distribution rights for the brand in South Africa.
Founded in 2018 by entrepreneur Adam Norris, the company was created with a focus on building electric scooters that are practical, reliable and comfortable enough for everyday use. The connection to Formula One through Lando Norris also gives the brand additional appeal among motorsport fans and tech enthusiasts alike.
Designed Around Real-World Riding
Unlike many early electric scooters that prioritised portability above all else, Pure Electric focused heavily on rider comfort and stability. One of the standout features is the forward-facing riding position, which allows riders to stand naturally with their feet apart for improved balance and control.
The scooters also feature foldable frames, making them easy to store at home, at the office or in a car boot. Combined with durable construction and solid battery performance, the range has been designed to handle regular urban travel.
Core CEO Dian De La Port says the launch aligns with the company’s mission to bring globally recognised technology brands to local consumers, while Product Manager Christian Zanin highlighted the importance of combining accessibility with thoughtful design.
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A New Mobility Category for South Africa
Electric scooters have become increasingly popular globally as cities look for smarter transport alternatives, and South Africa could prove to be a strong fit for the category.
The local Pure Electric lineup will include several models aimed at different riders and budgets, with pricing ranging from R8 999 to R26 999. Entry-level models in the Pure Air series offer up to 60 km of range and peak power outputs of 840 W.
Pure Electric scooters will officially launch locally through the brand’s online store and selected retail partners, with servicing and repairs supported in South Africa using genuine parts.
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