🚗Deep Dive: Rivian

In partnership with

Howdy, marketer!

I remember when owning a Tesla was a status symbol – people were amazed. It was unique, intriguing. There was mystery around the entire purchasing and driving experience. 

I’ve seen people referring to their vehicle as “my Tesla”, not “my car.”

Reminds me of back in the mid-2000’s when music listeners would categorize their music devices in two buckets: “iPod” and “all the other MP3 players.”

Today, Tesla is synonymous with EVs and Elon Musk with controversy. Here in Austin, there is no shortage of protests, vandalism, etc. I’m not taking a stand on politics, just stating the facts here.

In the same space, Rivian is carving out its own lane with electric trucks and SUVs.

Let’s unpack how Rivian is doing this, who it’s speaking to, and where it’s headed next.

Today's Treasure Trove

• What Rivian Is All About

• Target Demographics & Positioning

• Marketing Strategies

• Campaigns Rivian Could Do Next:

What Rivian Is All About

Quick Stats:

• Instagram: 7400K+

• TikTok: 17.8K+

• Twitter (X): 234.6K+

• LinkedIn: 679K+

• YouTube: 111K+

Rivian was founded by Robert Joseph Scaringe in 2009. It’s headquartered in Irvine, California.

EV being the buzz of the past decade, there was already upcoming competition. 

But the space still had a gap - vehicles for outdoor people that can travel beyond paved roads. 

This is why its models include R1T (pickup), R1S (SUV), and EDV (Amazon delivery van)

Target Demographics & Positioning

Rivian’s typical buyer is between 30 to 55 years old, with an annual income of over $100,000. 

Most of these buyers are urban professionals or families who enjoy spending time outdoors.

They’re eco-conscious but not necessarily in an extreme way. 

These are people who want to reduce their carbon footprint but also appreciate comfort, design, and functionality.

It’s not just individual buyers. 

Companies looking to go green, like Amazon, are choosing Rivian for their fleets because it’s a smart, sustainable option that also looks pretty cool on the road.

A big part of Rivian’s appeal is that it offers a luxury experience - but in an understated way. Its buyers prefer premium products that feel thoughtful and intentional.

They also tend to be loyal to purpose-driven brands like Patagonia, REI, or Yeti – companies that stand for something more than just their product. 

In many ways, Rivian is positioned like the Apple of electric vehicles for people who love the outdoors and want something refined yet rugged.

Marketing Strategies

Let’s break down the clever strategies this electric adventure brand is using to win hearts (and drivers).

1. They’re Letting You Feel the Brand

Rivian isn’t pushing sales through cold car showrooms. Instead, they’ve set up experience centers  -  spaces where you can touch, feel, and understand the vehicles. 

These centres show Rivian’s sustainable and adventurous image, promoting brand loyalty and long term trust.

2. Nature as Partner

Rivian isn’t shy about where its priorities lie. 

Sustainability is a central theme, and they tell that story beautifully  -  through content, branding, and even partnerships.

For instance, they teamed up with The Nature Conservancy to offer charging points for Rivian and any EVs. 

3. Distribution Control

Rivian sells directly to consumers, giving them more control with smaller investment. 

The cost of middlemen is saved while consumers get a personalized and premium experience with services like vehicle delivery and maintenance.

During times when the company was struggling financially, this distribution method was important for profitability. 

4. Partnerships

Rivian has teamed up with giants.

Amazon ordered 100,000 electric delivery vans with an investment of $700 million.

Samsung SDI provided battery tech customized for Rivian vehicles.

These gave Rivian credibility and helped them scale efficiently. 

Instead of manufacturing everything in house, sorting out supply chain with the help of established giants was a smart move for steady growth. 

5. Hollywood Meets Horsepower

Have you seen The Long Way Up on Apple TV+? 

Ewan McGregor and Charley Boorman drove electric motorcycles and Rivian trucks across South America. 

It showed how Rivian could maneuver rugged terrain, extreme conditions, and wild adventures.

Obvious product placement? Sure, but you can’t help but see and think “that’s cool.”

7. Tesla Trade-In

Their trade-in program specifically invites Tesla owners to make the switch.

They are giving extra $3000 this April for the same. 

With this, Rivian is not just competing with Tesla; it’s intentionally poaching their customers.

8. SXSW 2025

SXSW 2025 in Austin had immersive exhibits and showcases. It’s the opportunity for brands to do super cool stuff.

Also, having a driving activation majorly helps in getting potential customers to have a “test drive” experience. 

To take this a step further, Rivian will be a sponsor for SXSW 2026! (Also a subtle gut-punch to Tesla since Austin is home to one of its manufacturing plants and the CEO)

Campaigns Rivian Could Do Next:

1. “Outdrive the Noise” Campaign
Rivian owners who are inclined  towards adventure can share how they escaped the chaos of city life. It could be a global UGC push.

2. REI x Rivian “Vanlife Kits”
Custom modular gear kits co-created with REI for Rivian vehicles can be combined with a road trip challenge across national parks. It could be hosted by a famous personality for higher appeal.

Wrap Up

Rivian is playing a long game. 

It may not be the loudest brand in the EV game, but it's definitely one of the smartest. 

While competitors chase virality and headlines, Rivian is slowly and intentionally building a brand that resonates with purpose-driven, nature-loving individuals. 

Forward this to a marketing friend who still thinks Tesla is the only EV brand that matters.

✌️,

Tom from Marketer Gems