Core has launched Pure Electric in South Africa, introducing the electric scooter brand and expanding access to a new category of personal mobility.
Through the partnership, Core will hold exclusive distribution rights for Pure Electric in South Africa.
Founded in 2018 by entrepreneur Adam Norris, father of Formula One World Champion Lando Norris, Pure Electric set out to develop well designed electric scooters that could genuinely improve everyday travel. Today the brand has built a global reputation for high quality scooters designed to be reliable, practical and comfortable to ride.
“We are incredibly excited to introduce Pure Electric to the South African market,” says Dian De La Port, CEO of Core. “The brand has built a strong international reputation for thoughtful design and engineering that we believe South Africans will appreciate.”
The Pure Electric engineering team focused on how people actually ride.
One of the defining features of the range is its forward facing riding position. Riders stand with their feet apart while facing forward, creating a more natural stance that improves stability and comfort. The design helps riders feel more balanced and in control, particularly during everyday travel through urban environments.
Christian Zanin, product manager at Core, comments: “Our focus is on making well designed, reliable technology more accessible to South African consumers. By partnering with multiple retailers, we can meet customers where they are and bring products to market that combine quality, innovation and everyday usability.”
The scooters also feature foldable frames that allow riders to store them easily at home, in a car boot, or at the office. Combined with durable construction and strong battery performance, the range has been designed to support consistent daily use.
Core expects the category to appeal to a wide range of consumers including students, early adopters, technology enthusiasts, families and motorsport fans.
Sbonelo Mncube, marketing head at Core, says the brand’s arrival presents an opportunity to introduce a new mobility category to the local market.
“This is about introducing a different way of thinking about everyday mobility. When people realise how easily an electric scooter fits into daily life, whether it is a quick ride to work or a short trip across a neighbourhood, it becomes clear how practical this form of transport can be.”