Pure Electric
Premium DTC, brand-first Earned trust before the ask Test-and-learn cadence

Pure Electric ·
US Marketing Execution Plan

A disciplined, quality-first marketing engine for the US premium DTC space — how we build credibility, convert demand efficiently, and turn momentum into doors a brand cannot open on awareness alone.
This is a method, not a forecast. It sets out the engine we operate, how the functions reinforce each other, and the cadence we work to. We bring the operating system and a clear point of view; the brand calendar, the assets and the moments that matter to Pure, we build around.
01GoalsWhat we set out to do

Premium DTC at the core, with an offline path built on top. Five goals frame what follows.

Establish the brand in premium DTC
A credible position that reads as premium from a buyer's first impression.
Build trust at the top of the funnel
Earned credibility — press, creators, content — that convinces before any paid ad asks for the sale.
Convert demand efficiently
A conversion engine that captures upper-funnel interest and improves its own economics over time.
Retain and grow advocates
Turn first purchases into repeat buyers, referrers and reviewers, so each cohort compounds the next.
Open offline doors
Use the credibility and demand built online to open premium retail — malls, department stores, airports, experiential moments — extending reach beyond DTC.
02How We OperatePerformance-led, brand-first

Performance-led, brand-first — full funnel runs as one system.

Top of funnel
Builds belief
PR · influencer · owned content — third-party trust.
Mid & lower funnel
Converts it
Paid harvests intent · site converts · CRM holds the relationship.
Retention
Compounds it
Repeat · accessory · upgrade · referral — buyer becomes voice.
Offline
Extends it
Online demand · brand credibility earn premium retail doors.
The cadence underneath everything
Test-and-learn cadence — launch · read signal · reallocate. Creative · audiences · channels · offers iterate.
How the functions interlock

Not parallel silos — each feeds the next.

The Interlock · how the functions reinforce each other
Creative the master asset system PR earned credibility Influencer third-party trust Content & Social owned + community Performance converts the demand CRM retains · grows advocacy Offline / Retail opens premium retail doors Creative arms everyone · PR + Influencer + Content build belief and feed Paid · Paid converts · CRM retains and turns customers into advocates · Offline extends the footprint · advocacy cycles back to the top
—Year-One TrajectoryIllustrative shape & seasonality

How year one builds: a summer launch and a deliberate cold-start while reviews and trust accumulate, a holiday lift, a winter lull, then the spring–summer riding season carrying the bulk of the volume. Volumes shown to illustrate the shape and seasonality — not a committed forecast.

100Jul200Aug300Sep400Oct1,300Nov800Dec300Jan500Feb1,400Mar1,400Apr1,600May1,700Jun▲ LAUNCHPEAK
LAUNCH · SUMMER
Soft launch into riding season — influencer seeding and first reviews lead, paid runs lean.
COLD-START
Deliberately slow while creative, retargeting pools and trust build.
HOLIDAY LIFT
First real demand spike on the seasonal gifting window.
WINTER LULL
Off-season trough — brand and content work, not push.
RIDING SEASON
Spring–summer is the engine; demand and content maturity land together.
PEAK · JUNE
An even spring–summer climb that tops out in June.
04PR & InfluencerThe third-party trust layer, run in-house

Independent voices vouching for Pure, run in-house — vertical first.

The shared logic — vertical first
WAVE 1
Verticals first
The big influencer push. Mobility/EV trade press · deep-review creators · trusted early.
WAVE 2
Top-tier general
National tech press · lifestyle creators · post-validation.
WAVE 3
Second-tier general
Broader press · mid-tier creators · reach & repetition.
WOVEN IN
Lifestyle & adjacent
Design/lifestyle press & creators, every wave · status · taste.
WAVE 4
Blogs
Long tail · niche blogs · ongoing relationships.
1 · Influencer
Deep-review creatorsMulti-week tests · teardowns · own "Pure review," "Pure vs."
Lifestyle & mobility creatorsPure in context · commuter · design · tech/EV.
Micro creatorsUnboxings · first rides · the "everyone's riding one" effect · feedstock for paid.
Repurpose coverage into paid & onto the site
Paid-usage & whitelisting rights in every agreement up front. One tier-1 review → long-test · comparison cut · field-test cut · shorts. Strongest lines become paid.
2 · Media — type × content × angle
Media typeContentAngle to pitchSuch as
Product reviewWorkbench review · teardown · head-to-headReal-world / product experience · comparison · engineeringThe Verge, Wired, Electrek, CNET
General & news mediaNews story · feature · event coverageMobility (news) · lifestyle (event) · founder / brand story · designNational & mainstream outlets
Podcast / interviewsInterview · panel appearanceFounder POV · category leadershipMobility & tech-commerce shows
Newsletter — guest postsGuest post · op-edEngineering & heritage · a category takeDesign & gear newsletters
Cadence
PRE-LAUNCH
Seeding
List-building · embargoed seeding to tier-1 + creators.
LAUNCH
Launch wave
Embargo lift · creator drop · announcement · one window.
SUSTAIN
Between peaks
Fresh angles · seeding · rotation.
ONGOING
Moment-led pushes
Around a launch or category moment.
05Content & SocialA preliminary approach
Preliminary Sketch, not a plan — something concrete to react to · specifics shaped with your team.

Content builds the brand world, feeds the funnel · owned durable · short-form reach · community retention · organic winners recycle into paid.

Content pillars
Product / engineeringHow it's built · the believe-it layer.
Design / lifestyleLook · feel · premium daily ride.
Real-world useCommute logs · range · weather · proof.
Brand / heritageWhere Pure comes from · what it stands for.
CommunityRiders to riders · routes · mods · check-ins.
Channel roles
YouTube — depthDecision hub · sliced into short-form.
Instagram — polishBest face · Reels run strongest cuts.
TikTok — breakoutHook-led · reaches new audiences.
Organic → paid

Organic tests hooks cheap · paid scales the winners.

PAID
Scales proven creative · launches on validated hooks.
Two-way loop — organic graduates to paid · paid signal sharpens next test.
The UGC engine

Real-rider content · most credible · cost-efficient proof · answers the objections.

Unboxing & first rideThe arrival moment · setup · first impression.
Daily commute logsDay-in-the-life · the real use case.
Range & weather testsOwners proving the claims — rain, hills, cold.
Mods & accessoriesPersonalisation · what riders add and why.
Routes & adventuresWhere they ride · scenery · the lifestyle.
"Why I chose Pure"Owner comparisons · the decision, first-hand.
Community

Most of the category talks at riders in spec sheets; few build a real owner community — that's where Pure can win. How it works:

Owner groupsFacebook / Discord / Reddit · riders helping riders.
Ride meetupsLocal rides & events · the brand in the real world.
Owner / ambassador programEarly access · perks · the most active become voices.
UGC & route hubShare rides, mods, routes · feeds content + paid.
Peer supportOwners answer owners · builds trust · eases CS load.
Reference points: Segway / Ninebot owner forums and Apollo's rider community show the playbook — sustained engagement and word-of-mouth that paid can't buy.
06CRM & RetentionAdvocacy and attach, not repurchase

Interest → ownership → higher owner value. Next unit years out — retention pays via advocacy and attach, not repurchase.

The lifecycle flows — an always-on spine
01 · ACQUIRE
Welcome
Makes the case for the brand — why Pure is built and priced this way.
→
02 · ACQUIRE
Browse & cart recovery
Recovers high-ticket carts with reassurance; accessory before discount.
→
03 · OWN
Post-purchase onboarding
The core flow — cut returns, drive attach, seed review & referral.
→
04 · OWN
Review & advocacy
Asks for ratings + UGC; negatives route privately to service.
→
05 · OWN
Win-back & replenishment
Accessories, consumables, service, warranty keep it live.
→
06 · OWN
Referral
Two-sided reward at peak satisfaction — kept in the ecosystem.
Email & SMS — one system, two jobs
SMS · short, time-sensitive
Cart recovery · shipping · restock · time-limited promos · opt-in only.
One shared frequency cap across email + SMS — no owner hit twice for one event · SMS opt-in only.
Segmentation — who receives what
High-intent non-buyersAbandoners · halo viewers · dormant subs — own intensity each.
Owners — by model & behaviourAccessory · warranty · upgrade fit the ride.
Advocates / VIPsEarly access · invites · priority service.
Retention compounds. Each happy owner drives reviews, attach and referrals — lowering the cost of the next owner. Owned channels + word-of-mouth buy what paid can't; CRM lists also feed retargeting & lookalikes.
The stack
Automation hub (e.g. Klaviyo)Data spine — events · segments · suppression. All tools read/write here.
SMS platform (e.g. Postscript)Bidirectional sync · unified cap.
Reviews & referralRatings · UGC · two-sided mechanic.
Subscriptions & warrantyAccessory subscription · warranty attach.
HelpdeskWired to touchpoints · feeds segmentation.
07Offline & RetailOwned stores, dealers & retail — in parallel

What DTC can't give: touch-and-try, premium presence · ride it, feel the build. We run four routes in parallel, not in sequence:

Our own storesTwo or three flagship stores in select cities · full brand control.
McLaren's dealer networkPlace through McLaren's dealers · instant premium footprint.
Special independent retailersCurated specialty mobility & premium shops · touch-and-try.
Big-box retailer buy-inWe assist the push into major retailers · scale + credibility.
Across all four, experiential pop-ups & ride days — a demo unit and in-store ordering turn a test ride into a credited purchase.
08Creative & LocalizationOne premium asset system for the US

One premium asset system for the US — built on Pure's world-class European library, with fresh US capture for the gaps.

How we use the European library

Pure's brand films, McLaren footage, studio product shots and engineering captures are already world-class. We localise them for the US — US voiceover, English subtitles, US-context grade, spec callouts — and cut them to each channel and funnel stage.

What we make
Brand films & hero spotsMcLaren & European footage, localised · top-of-funnel.
Product & engineering detailSuspension · brakes · frame · folding · spec callouts · for PDPs.
Real-world US lifestyleCommute · weather · city rides · shot fresh in the US.
Comparison & spec contentPure vs the cross-shops · for the decision stage.
Social cutdownsShorts & Reels pulled from everything above.
From the library vs shot fresh
SHOT FRESH IN THE US
Real-world lifestyle the library can't give — commute, rain, city, the halo night-ride.