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Culture at Pure Electric

We want to build a culture deliberately so our people and business can flourish. We've defined the culture we aspire to build together. It's created using our own experience, plus lessons from the world's most successful and fastest-growing businesses.


    We’re relentless and uncompromising in the pursuit of excellence for our riders, team and business. We start with ‘why?’, then think big and move fast to bring brilliant products and experiences to life.

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    We’re brave. We set ourselves (and each other) audaciously ambitious goals that take us out of our comfort zones and push us to achieve the unthinkable.


    We treat our team, riders, business and planet with respect. We have tough conversations but always with compassion.

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