The Middle East’s first omni-channel electric mobility platform, EV LAB, has acquired a strategic stake in British firm Pure Electric and become its exclusive partner in the region, aiming to boost urban green travel solutions amid rapid market growth.
EV LAB, which claims to be the Middle East’s first omni-channel, multi-brand electric mobility platform, has recently taken a significant step by acquiring a strategic stake in British micromobility firm Pure Electric. They’ve also become the exclusive partner for Pure Electric across the Middle East. As reported initially, this partnership was launched in the UAE, introducing three new e-scooter models designed to cater to commuters, lifestyle enthusiasts, and tech-savvy users.
This collaboration essentially broadens EV LAB’s presence in retail. The company has stated that Pure Electric’s products will be available through its five regional stores, and also via its wider ecosystem of advisors and events. EV LAB describes this move as part of its larger effort to help speed up the UAE’s shift towards low-carbon urban mobility solutions and to support the nation’s aim of reaching Net Zero emissions by 2050.
The new scooter lineup features the Air⁴, the Pure x McLaren, and the Pure Flex. According to the manufacturer, the Air⁴ is the fourth-generation version of Pure Electric’s classic scooter. It’s characterized as a smoother, more powerful urban commuter, equipped with a 710W motor, a top speed limited to 25 km/h, and an estimated range of up to 30 km on a single charge. The company emphasizes that the Air⁴ is built for reliability and efficiency, targeting city residents looking for an eco-friendly alternative to quick car trips.
The Pure x McLaren, on the other hand, adds a touch of lifestyle and performance to the range. This model sports the iconic orange livery of McLaren and combines Pure Electric’s engineering with design elements inspired by McLaren. It features a 900W motor, active steering stabilization for better control, and claims a range of up to 50 km. The partnership with McLaren is presented as a marriage of performance, style, and stability, designed for riders who care about both the look and the functionality of their ride.
Then there’s the Pure Flex, which is marketed as an ultra-compact, highly portable scooter. The company says its design offers a forward-facing stance to boost control, with foldability making it easy to store and carry around. Specifications list a motor rating around 900W, and range estimates vary between 45 km to even 52 km, depending on the specific configuration. The scooter’s small size makes it ideal for commuters who combine scooting with public transport or need to frequently carry and stow their device.
Kevin Chalhoub, CEO and founder of EV LAB, remarked that this partnership offers “an incredible opportunity to push innovation and sustainability forward by reducing carbon emissions that could help prevent broader climate issues across the Middle East.” He added that regional consumers have become more environmentally aware and are now actively seeking smarter, greener ways to travel. The company further claims the new models will help realize its vision of creating a network where brands, consumers, and experts can come together via accessible electric mobility experiences.
Adam Norris, the founder and CEO of Pure Electric, described the partnership as a move toward realizing his initial goal of “revolutionizing personal transport and preparing cities for future generations.” During the interview with the original outlet, he even connected this milestone to a more personal achievement, his son Lando recently securing his first Formula 1 World Championship in Abu Dhabi. Norris shared that he’s incredibly proud of both milestones, his son’s success and his own business advancements, and he’s eager to see what the future holds.
Industry data suggests that the UAE’s micromobility scene is set for rapid expansion. Based on market forecasts mentioned in the report, the sector’s compound annual growth rate is estimated at about 12.2%, with projections indicating the market might reach roughly USD 2,014.8 million by 2030. This optimistic outlook is driven by growing urbanization, increased environmental awareness, and escalating congestion in Gulf cities. For stakeholders involved in climate tech, this signals substantial opportunities, especially around charging infrastructure, regulations, and integration with existing public transit systems.
EV LAB portrays itself as more than just a retailer. They claim to curate a selection of different electric vehicles and run educational experiences, positioning their business as a platform to promote adoption in land, sea, and air mobility. Beyond just scooters and cars, the company says it’s involved in electric boats, surfboards, and even future urban air mobility solutions. Its goal, apparently, is to foster knowledge exchange and build strategic partnerships throughout the Middle East.
However, it’s worth noting that there are practical and regulatory hurdles to broader adoption of micromobility in the region. Cities need to develop safety standards, designated lanes, parking zones, and suitable charging stations. Local rules governing scooter use, helmet enforcement, and speed limits differ across emirates and jurisdictions. Industry insiders emphasize that clear regulations, along with investment in infrastructure, will be crucial if the market is to grow safely and sustainably, without increasing risks on the road.
From a business perspective, the Pur Electric–EV LAB deal offers an interesting model for regional growth: combining the innovation of global product development with a strong local retail and service network. Pure Electric, which was founded in 2018, has expanded into multiple markets largely on the basis of its engineering quality and product appeal. The companies argue that pairing this momentum with EV LAB’s hands-on presence in the region could accelerate consumers’ access to high-spec devices.
As cities in the UAE work towards meeting climate commitments and urban planners aim to cut down short car trips, the economic rationale for micromobility becomes pretty clear. This partnership, naturally, will be closely watched by climate tech observers across the Gulf region for signs of how quickly scooters can become a part of everyday travel routines, and how regulators and operators are going to balance growth with safety and urban development priorities.
Source: Noah Wire Services
- https://menews247.com/ev-lab-invests-in-pure-electric-kicks-off-partnership-with-new-lineup-of-e-scooters/ – Please view link – unable to able to access data
- https://www.ev-lab.io/product/air4-electric-scooter/ – The Air⁴ is the fourth generation of Pure Electric’s classic e-scooter, offering a smoother and more powerful ride. It features a 710W motor, a range of up to 30 km on a single charge, and a top speed of 25 km/h. The scooter is designed for urban commuting, providing a reliable and efficient mode of transport for city dwellers seeking eco-friendly alternatives.
- https://www.ev-lab.io/product/pure-x-mclaren/ – The Pure x McLaren e-scooter combines Pure Electric’s technology with McLaren’s iconic design. Finished in McLaren’s historic orange livery, it boasts a 900W motor, a range of up to 50 km on a single charge, and a top speed of 25 km/h. The scooter features active steering stabilisation for enhanced control and stability, making it ideal for riders seeking performance and style.
- https://www.ev-lab.io/product/pure-flex/ – The Pure Flex is an ultra-compact e-scooter designed for maximum portability without compromising performance. It features a unique forward-facing stance, a 900W motor, a range of up to 45 km on a single charge, and a top speed of 25 km/h. Its foldable design allows for easy storage and transport, catering to urban commuters and micromobility enthusiasts.
- https://www.khaleejtimes.com/business/uae-micromobility-market-to-reach-20148-million-by-2030 – The UAE’s micromobility market is projected to reach USD 2,014.8 million by 2030, driven by factors such as the rise in eco-conscious consumers, urbanisation, and traffic congestion within cities. This growth presents significant opportunities for companies like EV LAB and Pure Electric to expand their presence and offer sustainable transport solutions in the region.
- https://www.ev-lab.io/about/ – EV LAB is the Middle East’s first omni-channel, multi-brand electric mobility platform, dedicated to making electric mobility accessible and engaging. Through curated vehicle selections and immersive educational experiences, EV LAB empowers individuals to embrace sustainable mobility, aligning with the UAE’s commitment to achieving Net Zero by 2050.
- https://www.pureelectric.com/products/pure-x-mclaren-flex – The Pure x McLaren Flex is an ultra-compact e-scooter designed for performance and portability. It features a unique forward-facing stance, a 924W motor, a range of up to 52 km on a single charge, and a top speed of 25 km/h. Its foldable design allows for easy storage and transport, making it ideal for urban commuters seeking a compact and powerful ride.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative was published on December 8, 2025, and has been reported by multiple reputable outlets, including Executive Bulletin ([executive-bulletin.com](https://executive-bulletin.com/transport/advancing-sustainable-mobility-across-the-middle-east-ev-lab-invests-in-pure-electric-kicks-off-partnership-with-new-lineup-of-e-scooters?utm_source=openai)) and Business Today Middle East ([businesstoday.me](https://www.businesstoday.me/transport/ev-lab-partners-with-pure-electric-to-drive-micromobility-in-the-middle-east/?utm_source=openai)). The earliest known publication date of substantially similar content is December 8, 2025. The report appears to be based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. The narrative includes updated data and introduces new information, justifying a higher freshness score. No recycled content or republishing across low-quality sites was identified. The report was published more than 7 days ago, but the content remains current and relevant.
Quotes check
Score:
10
Notes:
Direct quotes from Kevin Chalhoub, CEO and founder of EV LAB, and Adam Norris, CEO and founder of Pure Electric, were found in the report. These quotes appear to be original and exclusive, with no identical matches found in earlier material. No variations in wording were noted, and no earlier usage of these quotes was identified.
Source reliability
Score:
8
Notes:
The narrative originates from Middle East News 247, a news outlet that appears to focus on regional news. While it is not as widely recognised as some other outlets, it does provide coverage of regional events. The report cites reputable sources, including Executive Bulletin and Business Today Middle East, which adds credibility to the information presented. The entities mentioned, such as EV LAB and Pure Electric, have verifiable online presences and legitimate websites, supporting the reliability of the report.
Plausability check
Score:
9
Notes:
The claims made in the narrative align with recent developments in the electric mobility sector in the UAE. The partnership between EV LAB and Pure Electric is plausible and consistent with the UAE’s goals of achieving Net Zero emissions by 2050. The projected growth of the UAE’s micromobility market, with a compound annual growth rate of 12.2%, is supported by industry data. The language and tone of the report are consistent with typical corporate communications, and the structure focuses on relevant details without excessive or off-topic information. No inconsistencies or suspicious elements were identified.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents current and original information about the partnership between EV LAB and Pure Electric, with direct quotes from key figures and supporting data. The sources cited are reputable, and the claims made are plausible and consistent with recent developments in the electric mobility sector in the UAE. No significant issues were identified, and the content appears to be accurate and reliable.
