Rivian True to its Adventure EV Brand

Rivian to add E-Bikes to its Lineup

One of the many things that Rivian is doing well, is focusing on its brand.

Many new EV startups focus on the tech and specs. They reveal some attractive (sometimes unattractive) EV designs, talk about performance, battery capacity, charging time, and range. They all talk about the environment and sustainability. Many are trying to follow the Tesla brand route of being a technology company.

But what distinguishes one EV startup from another? In some ways, they're all starting to look the same and talk the same.

Rivian, on the other hand, is taking an interesting branding angle. Sure it has the specs and tech. But it positions itself as an "Adventure Vehicle" brand. Being EV is just part of their brand. The vehicles themselves, whether the R1T or R1S, are fully capable off-road vehicles. The R1T is designed with a "Gear Tunnel" for all your, well, Gear. Accessories like the "Camp Kitchen" and the Tent Package not only appeal to the Outdoor Enthusiasts and Overlanders, but are consistent with Rivian's Adventure branding. Do other car companies offer similar accessories and vehicle capabilities? Sure. The difference with Rivian is that it's consistent - everything that they do speaks in a consistent voice around being an "Adventure" brand.

Now it appears that they're moving into electric bikes. I wouldn't doubt it. And they'll likely be "Adventure" e-bikes. Not only are they a perfect complement to their vehicles, they're also perfect for their target customers, and their branding. Sure, other car companies have come out with bikes and e-bikes , but again, Rivian will likely do so in a way that's consistent with their Adventure branding.

With a wave of both legacy brands introducing EV's and new EV startups coming online, most of them are starting to look the same. Enthusiasts and early adopters can tell the difference. But the early majority and mainstream customers will see many of them as the same - similar tech, similar performance, similar range, similar lack of brand history, and similar promises.

The ones that will capture the consumer headspace, will be the ones that also focus on their brand and differentiate themselves. Rivian is one of them.