Pure Watercraft
Pure Watercraft (operating as Pure Outboards) designs and sells battery-electric outboard propulsion systems as drop-in replacements for 20-50 HP gas marine engines, targeting recreational boaters through direct e-commerce sales in North America.
- Company typePrivate
- Founded2011
- HeadquartersSeattle, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pure Watercraft does
Pure Watercraft, operating commercially as Pure Outboards, designs and sells battery-electric propulsion systems for recreational boats. Founded in 2011 by Andy Rebele and headquartered in Titusville, Florida, the company's flagship product, the Pure Outboard, is positioned as a drop-in replacement for traditional 20-50 horsepower gas outboard engines. The integrated system comprises a high-performance electric motor equivalent to a 50 HP gas engine, a proprietary marine battery pack claimed to deliver the highest energy density per pound in the marine category, a Wi-Fi enabled throttle for precise speed control and forward/reverse shifting, and a portable battery charger. The platform targets individual recreational boaters and mid-market boat owners seeking to eliminate noise, emissions, scheduled maintenance, and fuel costs associated with combustion outboards.
The company monetizes primarily through direct hardware sales via its e-commerce storefront at pureoutboards.com, with revenue streams from outboard motors, battery packs, and parts and accessories. Pricing is not publicly disclosed; customers are routed to phone or email contact for quotes. The company reached a $600 million post-money valuation in November 2021 when General Motors invested $150 million for a 25% stake, combining capital and in-kind commitments. Total disclosed funding across rounds is approximately $204.5 million, and the company's operating geographies center on North America.
Following operational challenges, Pure Watercraft's electric outboard business was acquired by Raider Outboards in March 2025, signaling industry consolidation in electric marine propulsion. Founder Andy Rebele subsequently launched Thallios, a defense-oriented startup applying Pure Watercraft IP to autonomous military marine craft. The pureoutboards.com website remains active selling products and accessories, indicating that the acquired operations continue under Raider's ownership.
Pure Watercraft firmographics
Firmographics- Name
- Pure Watercraft
- Legal name
- Pure Watercraft Inc.
- Website
- https://purewatercraft.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pure Watercraft (operating as Pure Outboards) designs and sells battery-electric outboard propulsion systems as drop-in replacements for 20-50 HP gas marine engines, targeting recreational boaters through direct e-commerce sales in North America.
- Ownership category
- akta.pro rank
Pure Watercraft industry classification
Industry- Product category
- Electric Marine Propulsion
- NAICS
- Other Engine Equipment Manufacturing (333618)
- SIC
- Motors & Generators (3621), Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Marine Hybrid & Electric Propulsion Systems (IMAJAHAC)
- akta.pro secondary industries
- Electric & Hybrid Leisure Craft Manufacturing (IMAJAEAK), Electrical Engineering & Power Distribution (Generation, Switchboards, Cabling, Lighting) (IMAJAGAF)
Keywords
Where Pure Watercraft is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pure Watercraft business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Electric Outboard Motors: Sale of Pure Outboard electric motors - high-performance 20-50 HP equivalent electric outboard motors for marine propulsion. Direct hardware sales to boat owners and recreational boaters.
- Battery Packs: Sale of proprietary marine battery packs designed for the Pure Outboard system, providing energy storage for electric propulsion.
- Parts & Accessories: Online store sales of parts and accessories including the Portable Battery Charger Gen 1 and other components for the Pure Outboard system.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Pure Watercraft product offering
Product offeringCore offering
Pure Watercraft designs, manufactures, and sells the Pure Outboard, a drop-in replacement battery-electric propulsion system for boats that would normally use 20 to 50 horsepower gas outboard engines. The integrated system combines a 50 HP equivalent electric motor, a high-energy-density marine battery pack, and a Wi-Fi throttle to deliver clean, quiet, maintenance-free propulsion for recreational boaters.
Product overview
Pure Watercraft (operating as Pure Outboards) offers a unified electric propulsion system under the Pure Outboard brand. The product line consists of integrated components including the electric motor (50 HP equivalent), battery pack, Wi-Fi-enabled throttle, and portable battery charger—all designed to replace traditional 20-50 HP gas outboard engines. The system provides a drop-in replacement solution for boats, emphasizing clean, quiet operation with no scheduled maintenance requirements.
Differentiator
Problem solved
Functional benefit
Products and services
- Pure Outboard
Quantifiable outcome
- Electric motor equivalent to 50 HP gas engine with no scheduled maintenance required
Companies that use Pure Watercraft
Customer profileSegments2 records
Ideal customer profiles1 record
Pure Watercraft technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Pure Watercraft partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Raider OutboardscoreRaider Outboards acquired Pure Watercraft's electric outboard operations in March 2025. This acquisition represents industry consolidation toward sustainable marine propulsion solutions, with Raider Outboards taking over Pure Watercraft's electric outboard business operations.
Scale indicators4 records
Recent moves3 records
Expansion highlights2 records
Pure Watercraft competitors and assessment
Company assessmentDirect peers
- Torqeedo: Torqeedo is the leading global manufacturer of electric outboard and inboard motors for recreational and commercial marine use. It is the closest direct competitor to Pure Watercraft, offering a similar 1-50 HP electric outboard portfolio with integrated battery systems and serves the same recreational boating customer base.
- ePropulsion: ePropulsion is a Chinese-founded manufacturer of electric outboard motors ranging from 3 HP equivalents up to commercial-grade systems, sold globally through dealer networks and DTC. It competes directly with Pure Watercraft in the small-to-mid horsepower recreational electric outboard category.
- Elco Motor Yachts: Elco has been manufacturing electric inboard and outboard propulsion systems for boats for over a century's worth of modern application and targets the recreational and light-commercial electric boat retrofit market. It directly overlaps Pure Watercraft's value proposition of replacing combustion engines with electric alternatives for boat owners.
- Vision Marine Technologies: Vision Marine Technologies develops and sells electric outboard powertrains (notably the E-Motion 180E) and integrates them with boat OEMs. It competes in the same high-power electric outboard segment as Pure Watercraft, with a more OEM-channel-centric go-to-market.
Emerging players
- Evoy: Evoy is a Norwegian manufacturer of high-output electric outboard and inboard systems (up to 300+ HP equivalents), targeting both recreational and commercial marine operators in Europe. It represents an emerging direct competitor in electric marine propulsion with a similar technology-led positioning.
- Flux Marine: Flux Marine develops electric outboard motors targeting the recreational boating segment with a focus on high-performance applications. It is an emerging direct competitor to Pure Watercraft with a similar DTC-plus-OEM go-to-market.
- Aquamot: Aquamot is a European (Austrian) manufacturer of electric outboard and inboard motors for recreational boats. It is an emerging player with overlapping product positioning in the small-to-mid electric outboard segment served by Pure Watercraft.
Broad incumbents
- Mercury Marine: Mercury Marine (a Brunswick Corporation division) is one of the largest global manufacturers of marine propulsion systems, including combustion outboards and increasingly electric models (Avator series). It competes with Pure Watercraft across the recreational outboard category with vastly greater scale, dealer reach, and brand equity.
- Yamaha Motor: Yamaha is a global incumbent in marine propulsion with a dominant outboard motor franchise and a recently launched electric outboard concept line. It is a broad incumbent competing with Pure Watercraft in the same recreational outboard category, with established dealer and service infrastructure Pure Watercraft lacks.
- Brunswick Corporation: Brunswick is the parent company of Mercury Marine and a portfolio of marine brands. It is investing in electrification across its boat and propulsion brands, making it a broad incumbent whose electric strategy directly overlaps Pure Watercraft's value proposition.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Pure Watercraft social profiles
Digital presencePure Watercraft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Watercraft leadership team
Management profileNumber of profiles
Profiles1 record
Pure Watercraft subsidiaries and ownership
Company hierarchySubsidiaries1 record
Pure Watercraft funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Watercraft M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Watercraft
What does Pure Watercraft do?
Pure Watercraft designs, manufactures, and sells the Pure Outboard, a drop-in replacement battery-electric propulsion system for boats that would normally use 20 to 50 horsepower gas outboard engines. The integrated system combines a 50 HP equivalent electric motor, a high-energy-density marine battery pack, and a Wi-Fi throttle to deliver clean, quiet, maintenance-free propulsion for recreational boaters.
Is Pure Watercraft a public or private company?
Pure Watercraft is a private company. It is classified as corporate owned and is currently operating.
When was Pure Watercraft founded?
Pure Watercraft was founded in 2011. It employs 51 to 100 people.
Where is Pure Watercraft based?
Pure Watercraft is headquartered in Seattle, United States, in the North America region.
How does Pure Watercraft make money?
Three revenue lines are on record. Electric Outboard Motors are the primary driver. The others are battery Packs and parts & Accessories.
Who are Pure Watercraft's main competitors?
Direct peers on record are Torqeedo, ePropulsion, Elco Motor Yachts and Vision Marine Technologies. Emerging players are Evoy, Flux Marine and Aquamot. Broad incumbents are Mercury Marine, Yamaha Motor and Brunswick Corporation.
Does Pure Watercraft have an API?
No public API is recorded for Pure Watercraft.
What industry is Pure Watercraft in?
Pure Watercraft's product category is Electric Marine Propulsion. Its primary akta.pro industry code is IMAJAHAC, Marine Hybrid & Electric Propulsion Systems, with a secondary code of IMAJAEAK, Electric & Hybrid Leisure Craft Manufacturing. Its NAICS code is 333618 and its SIC code is 3621.