EV LAB Powers into the Future with Strategic Investment in Pure Electric, Launches Premium e-Scooter Lineup in UAE

In a major boost to the UAE’s growing electric mobility ecosystem, EV LAB, the region’s first omni-channel, multi-brand EV retail platform, has announced its strategic investment in Pure Electric, the global electric micromobility brand founded by British entrepreneur Adam Norris.

As part of the partnership, EV LAB becomes the exclusive partner for Pure Electric across the Middle East. The collaboration officially kicked off with the launch of three new Pure Electric e-scooters in the UAE—Air⁴, Pure x McLaren, and Pure Flex.

GCC Emerges as One of the World’s Fastest-Growing EV Markets

The move supports the UAE’s long-term sustainability vision and Net Zero by 2050 commitment, while addressing the region’s increasing demand for smart last-mile transport solutions.

Three Models Built for Performance and Urban Living 

The newly introduced lineup combines innovation, performance, and intelligent urban design, catering to commuters, lifestyle riders, and micromobility enthusiasts:

·       Air⁴ – A fourth-generation refined classic with a 710W motor and 30 km range, offering a smoother, more powerful ride.

·       Pure x McLaren – Featuring McLaren’s iconic orange livery, equipped with active steering stabilisation, a 900W motor, and a 50 km range.

·       Pure Flex – The world’s most compact scooter with a forward-facing stance, ultra-compact fold, and a 45 km range, built for superior control and stability.

All three models will be available across EV LAB’s five retail stores in the region, making global micromobility innovation easily accessible to Middle East consumers.

Addressing Heat, Comfort and Sustainability in the Middle East

Speaking at the launch, Kevin Chalhoub, Founder & CEO of EV LAB, highlighted how the partnership supports both environmental goals and real-world urban challenges.

During the discussion, Sam Khan, Publisher of Sustainability Middle East News and Magazine, asked: “With ambitious sustainability goals, how does EV LAB tackle battery efficiency and rider comfort in hot climates?”

Responding to the query, Chalhoub said: “Modern battery technology now handles heat far better, so we see minimal efficiency issues even in tough conditions.

"From a sustainability perspective, every scooter ride saves around 120 grams of CO2 on average, making a real impact on daily emissions." He added that consumers in the region are now actively seeking smarter, greener ways to travel, indicating a clear behavioral shift.

UAE Micromobility Market on a Fast Growth Track

Micromobility adoption in the UAE is accelerating rapidly due to urban congestion, environmental awareness, and last-mile connectivity needs. With a CAGR of 12.2%, the UAE micromobility market is projected to reach US$ 2,014.8 million by 2030.

EV LAB, as the region’s first multi-brand electric mobility platform, continues to strengthen its ecosystem across land, air, and sea—from scooters and electric cars to boats, surfboards, and air taxis.

Global Learnings Powering Local Adoption

When asked how global experience is shaping the UAE rollout, Khan posed a question to Adam Norris, CEO & Founder of Pure Electric: “What lessons from other markets are you applying to boost adoption in UAE cities?”

Norris replied: “Safety is the biggest driver of adoption. We’ve designed our scooters with a lower centre of gravity and better rider positioning to make them safer and more stable.

"These features are already proven in markets like Germany. When people feel safer, they use scooters more—and that naturally accelerates adoption.”

Since its founding in 2018, Pure Electric has expanded into eight countries, driven by its focus on engineering excellence, safety-first design, and premium riding experiences.

A Historic Personal Moment for Adam Norris

The partnership also coincided with a historic personal milestone for Adam Norris, whose son Lando Norris secured his maiden Formula 1 World Championship title in Abu Dhabi.

“This partnership is incredibly meaningful as it comes at the same time as my son’s first Formula 1 World Championship win. I’m deeply proud—both as a father and as a business owner,” Norris said.

Shaping the Future of Micromobility in the Middle East

With Pure Electric’s global innovation and EV LAB’s strong regional footprint, the partnership signals a powerful shift toward cleaner, smarter, and more compact urban mobility solutions in the Middle East.

As cities rethink transport infrastructure and consumers seek eco-conscious alternatives, EV LAB and Pure Electric are well positioned to lead the next chapter of micromobility in the UAE and beyond.

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