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Pure Electric Expands To UAE, Boosting Micro-Mobility Sector
Backed by a McLaren partnership, the company’s latest e-scooter range aims to redefine urban mobility.
Pure Electric, a leading UK-based e-scooter brand, recently entered the UAE market, marking its first step into the Gulf Cooperation Council (GCC) region. With further expansion plans targeting Saudi Arabia and other GCC nations, the company is set to revolutionize urban micro transport across the Middle East.
The brand’s full-scale UAE launch is a significant milestone in its international growth strategy. Pure Electric is bringing its latest range of innovative e-scooters to the region, designed to offer a practical alternative to traditional city travel, while helping reduce congestion and pollution.
A Vision For Smarter Urban Mobility
Adam Norris, founder of Pure Electric, emphasized the importance of this expansion: “This launch into the UAE is a pivotal moment within our global expansion plan. It reflects our commitment to the micro-mobility sector and our dedication to providing a sustainable, safe, and enjoyable solution to urban travel”.
The company’s entry into the region is being spearheaded through a strategic partnership with Harris Qureshi, who will lead Pure Electric’s operations in the GCC.
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“I am thrilled to spearhead Pure’s expansion across the UAE, Saudi Arabia, and the wider GCC region. We are introducing the world’s best e-scooters to this dynamic market […] Our mission is to enhance urban mobility and contribute positively to the region’s sustainable transport landscape,” Harris Qureshi explained.
Innovative Design And Engineering At The Forefront
Pure Electric’s e-scooters are the result of in-house engineering from the company’s team of experts, with a rider-centric approach that challenges traditional design. Key features of the latest models include:
- A natural forward-facing riding position to enhance stability and comfort.
- An ultra-portable Pure Flex model designed for city living, easily fitting into car trunks, public transport spaces, or small home storage areas.
Further solidifying its reputation, Pure Electric has also partnered with McLaren, the legendary motorsport and supercar brand, to create the Pure X McLaren 2024 collection. The collaboration blends Pure’s cutting-edge e-scooter technology with McLaren Automotive’s precision engineering and expertise in hybrid power.
News
Yango Enhances Yasmina AI For Improved Conversations
The tech company has upgraded its AI assistant to deliver enhanced creativity, deeper conversations, and advanced bilingual translation.
Global technology company Yango Group has announced a significant upgrade to the large language model (LLM) powering its AI assistant, Yasmina. This enhancement allows Yasmina to deliver more accurate, nuanced, and context-aware responses in Arabic and English, improving interactions and user experience across the Middle East region.
The upgrade is part of a phased rollout of YangoAI, the company’s suite of advanced AI technologies specifically adapted to regional needs. As a result, Yasmina now offers 38% more accurate and timely responses in Arabic, made possible by an enhanced ability to analyze web documents. Additionally, unnecessary answer refusals have been reduced by almost 50%, ensuring smoother and more engaging conversational experiences.
One of the most notable new capabilities of Yasmina is its expanded bilingual translation skill. The improved assistant empowers bilingual users, educators, language learners, and content creators to seamlessly translate conversations between Arabic and English, facilitating better communication and understanding.
Beyond translation, Yasmina can now provide highly contextual recommendations for everyday activities and lifestyle choices. Users seeking personalized suggestions — for instance, how to spend a day in Dubai exploring both modern and traditional attractions — will experience enhanced clarity and precision from the assistant.
The assistant’s upgraded functionality also aids users with tasks such as real-time currency conversion, homework support that encourages independent thinking, creative brainstorming, poetry and storytelling, and even providing riddles suitable for children.
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“With more precise and culturally aware responses, along with additional skills, Yasmina’s latest upgrade positions it as a trusted everyday companion,” said Rami Abu Arja, Senior Innovation Marketing Manager at Yasmina, Yango Middle East. “From creative storytelling to translation, we are enriching lives with human-centered AI and making innovation more accessible to all. As the region embraces digital transformation, we continue to enhance our AI assistant, aiming to make it even more helpful, versatile, and relevant”.
YangoAI’s continuous training on region-specific data ensures that Yasmina and other Yango services authentically reflect local culture and user expectations across the Middle East.
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