The Pure Advance is our forward-facing electric scooter. Instead of standing side-on, one foot behind the other, you stand facing the way you are travelling. Add Active Steering Stabilisation System™, a 924W motor, up to 57.5km of range and a fold that tucks the handlebars, stem and footpads away, and you have a scooter designed around balance, control and fitting easily into everyday life. This guide explains each part of that design and who it suits best.
The forward-facing stance
Most e-scooters ask you to ride the way you would a skateboard: body turned sideways, one foot leading. It works, but it is not how you naturally stand, walk or look ahead. The Advance changes that. Our British engineers built it around a forward-facing format we call the Ultimate Riding Position, so your hips, shoulders and eyes all point in the direction you are going.
Why does that matter? Facing forward gives you a more natural, balanced base. Your weight sits evenly across both feet, your arms hold the handlebars squarely, and reacting to what is ahead feels instinctive rather than twisted. The result is a ride that feels calmer and more stable, particularly when you slow down, set off or thread through a tight gap.
You step on, settle square to the bars, and it simply feels right: less like balancing, more like standing.
Our founder, Adam Norris, explains the thinking behind the format in the video below. For more on the benefits of riding this way, visit why forward-facing.
Steering: Active Steering Stabilisation
Every e-scooter has a natural tendency for the handlebars to twitch from side to side, especially at speed or over uneven surfaces. On the Advance, our Active Steering Stabilisation System™ (you may also see it called Pure Control™ steering) counters that directly.
It helps to keep your steering centralised, dampening unwanted side-to-side movement before it reaches your hands. That means better control, a safer ride and the confidence to look ahead rather than down at the bars. Pair it with the forward-facing stance and you get two pieces of engineering working towards the same goal: a scooter that feels steady and predictable under you.
Our Chief Technology Officer, Sam Bernard, walks through how the system works.
Folding: engineered to fit your life
A scooter is only as useful as it is easy to live with. The Advance folds in three places: the handlebars, the stem and the footpads. Folding more than just the stem makes the whole scooter slimmer and neater, so it is easier to store in a hallway, under a desk or in the corner of a room.
Fold the footpads up, drop the stem, tuck the handlebars in, and the Advance goes from ride to stored in a few simple movements.
Sam Bernard explains the engineering behind that flexibility here.
If space is especially tight, the Flex takes the same forward-facing idea further. It is the world's most compact e-scooter, folding small enough to fit a car boot, a train or a small space at home.
Performance: 924W, 57.5km and 25km/h
The Advance pairs its stable stance with genuine everyday performance. Here is what it delivers and why each figure matters to you.
- 924W max power: strong, smooth pull away from a standstill and the reserve to keep momentum on inclines, so you are not left crawling when the road rises.
- Up to 57.5km of range: enough for several days of shorter rides between charges, or a long day out exploring. Real-world range depends on your weight, speed, terrain and temperature.
- 25km/h (15.5mph) top speed: the same limit as all our current scooters.
- IP65 water resistance: protection against rain and spray, so a shower halfway round does not end the ride.
- Tubeless tyres: a smoother roll and better resistance to punctures.
- Indicators and app lock: signal your intentions clearly, and lock the scooter from your phone when you step away.
- 120kg max rider weight: room for a wide range of riders.
Unsure how much range you need? Our guide to what range you need in an electric scooter helps you work it out.
Who the Pure Advance suits
The Advance is a strong fit if you recognise yourself in any of these:
- You are new to e-scooters. A forward-facing stance and stabilised steering make the first rides feel more natural and less of a balancing act.
- You value control above all. If a twitchy front end has ever put you off, the combination of stance and Active Steering Stabilisation is designed for you.
- You need a scooter that stores neatly. The three-way fold keeps it tidy at home or at work.
- You want a capable all-rounder. 924W and up to 57.5km cover everyday errands, relaxed weekend rides and plenty in between.
If compactness is your top priority, look at the Flex, which covers up to 52km and handles hills up to a 19% gradient. You can compare both side by side in the Pure Advance collection.
A note on where you can ride
It is currently only legal to use an e-scooter on private land with the permission of the land owner. It is illegal to ride an e-scooter on a public road, cycle path, bridleway or pavement. Find the latest updates in our e-scooter legislation hub.
Ready to feel the difference a forward-facing stance makes? Explore the Pure Advance.
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