In order to present the first prototype to the EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori), Pursang Motorcycles needed to be positioned in a marketplace already full of brands and projects with electric engines, even though most of them didn’t motivate the authentic motard, the one who is looking for new sensations and adrenaline rushes. This is why Beyond Instinct was created, a concept that summarises this duality between morals and entertainment, between what you want to do and what needs to be done and, more specially, it created a new horizon for the brand. It was a value proposal that embodied its essence (purebred), the instinct, the emotion and all the fun, but not at all costs. Beyond Instinct means having fun while being responsible.

Pursang is the first electric motorbike for bike lovers and the first one to go beyond functionality. Jim Palau-Ribes knows for sure that the future of mobility is sustainable. This is why the new Pursang will let you have fun and, at the same time, it will reduce noise pollution and atmospheric emissions. A microsite was created to show and explain this new way of understanding the electric world. The first Pursang prototype was much more than a bike; it was a tangible sign of dreams becoming true. That was why we had to present the bike in a special way, we had to introduce the emotion of a dream, that feeling you get when you see something for the first time, and we needed all of that to take you to a new world where technology would be at the service of people.