Rivian has introduced its first-ever advertising campaign, focusing on digital ads that share unique stories from Rivian owners. These stories highlight the innovative ways in which owners have utilized their electric trucks' distinctive features. This campaign is particularly noteworthy as it marks a shift for an EV startup engaging in paid video advertisements, unlike another prominent EV company that traditionally avoided such practices. While word-of-mouth and experiential marketing have been effective for EV startups, Rivian's approach diverges by using ad placements to communicate its message.
The new commercial distinguishes itself from typical car commercials by telling a silent story about an owner's creative use of their truck. The advertisement titled "Last Lemonade Standing" dramatizes a neighborhood lemonade stand rivalry, reminiscent of a spaghetti western showdown. It showcases how a family leveraged their Rivian R1T's capabilities to create a winning product. Rivian emphasizes that this fictional tale was inspired by a real-life adventure shared by the Carter family. Denise Cherry, Rivian's VP of Marketing, highlights the importance of celebrating the stories created by Rivian owners, which give the vehicles their true essence.
Revolutionizing Car Commercials with Storytelling
Rivian’s latest advertising effort breaks away from conventional car commercial techniques. Instead of focusing solely on glamour shots or voiceovers detailing engineering marvels, sustainability, or other standard attributes, Rivian opts for cinematic storytelling. By doing so, the brand shifts the focus from the vehicle's features to the experiences of its users. This method allows the audience to connect emotionally with the narrative rather than just viewing technical specifications.
In the advertisement titled "Last Lemonade Standing," Rivian crafts a compelling narrative around a seemingly mundane activity: running a lemonade stand. The commercial transforms this ordinary event into a thrilling showdown. Two children compete across the street, each striving to offer superior lemonade. The turning point occurs when one child utilizes their Rivian R1T to upgrade their offering to lemonade slushies. This is achieved through the truck's frunk filled with ice cubes and a blender powered by outlets in the truck's bed. This creative solution not only solves a practical problem but also highlights the adaptability and versatility of Rivian's electric trucks. Rivian asserts that this fictional scenario is based on an actual experience shared by the Carter family, adding authenticity to the advertisement.
Engaging Community Through User-Generated Content
Rivian’s initiative extends beyond traditional advertising by inviting its community to participate actively. The campaign encourages Rivian owners to contribute their own adventures, either by emailing them to letsgo@rivian.com or posting on social media using the hashtag #RealRivianAdventures. This call-to-action fosters a sense of community among Rivian enthusiasts, allowing them to become co-creators in the brand's narrative. Furthermore, some selected stories may feature in future ad campaigns, reinforcing the idea that the essence of Rivian lies in the stories of its users.
Rivian plans to release three more advertisements throughout the year, each titled uniquely to reflect diverse adventures. Titles like "Saving Summer," "Bayou Country," and "The Milk Run" suggest varied narratives that will further enrich the brand's image. By launching this campaign across all digital platforms, streaming services, and social media, Rivian ensures maximum reach and engagement. Denise Cherry emphasizes that these ads aim to celebrate the people who define what Rivian truly is. Through this strategy, Rivian not only markets its products but also strengthens its brand identity by aligning with the values and experiences of its loyal customer base.
American startup Slate Auto is challenging the automotive industry by introducing a budget-friendly electric pickup truck and SUV. The company aims to address the growing affordability crisis in the car market, where prices have soared far beyond the reach of average consumers. With an estimated starting price of US$27,500 for its electric pickup, Slate Auto seeks to redefine what it means to be cost-effective in the EV sector.
Industry experts acknowledge the increasing disconnect between vehicle costs and consumer budgets. According to Slate’s chief commercial officer Jeremy Snyder, the current state of the automotive industry has left many Americans behind. In Canada, the situation mirrors this trend, with new car prices averaging over $65,000. After federal incentives, Slate's offering could drop significantly lower, making it more competitive against established brands like Fiat and Chevrolet. However, skeptics remain cautious given the failures of other EV startups such as Fisker and Faraday Future.
Innovative design choices set Slate apart from competitors. By simplifying features, the company focuses on delivering essential transportation solutions rather than elaborate tech packages. For instance, the vehicle lacks touchscreens or complex infotainment systems, opting instead for a straightforward phone mount solution. This minimalist approach extends to optional extras like stereo speakers and color customization kits, allowing customers to personalize their vehicles at their discretion. Additionally, a modular conversion kit enables owners to transform the pickup into a compact SUV, appealing to those who value versatility and practicality.
The rise of affordable EV options signals a positive shift towards inclusivity in the automotive market. As major manufacturers increasingly prioritize high-tech advancements over accessibility, companies like Slate Auto remind us that basic, reliable transportation remains a priority for many households. By addressing the needs of budget-conscious drivers, Slate not only challenges industry norms but also highlights the importance of creating products that align with real-world financial constraints. It's time for the automotive world to embrace simplicity and affordability once again, ensuring everyone has access to sustainable mobility solutions.
Residents of Oregon will soon have access to significant financial incentives for purchasing electric vehicles. Starting May 22, the state’s Department of Environmental Quality (DEQ) will relaunch its Clean Vehicle Rebate Program, offering substantial rebates for both new and used electric cars. The initiative aims to promote cleaner transportation options and reduce greenhouse gas emissions.
The rebate program includes two distinct tiers catering to different needs. The Standard Rebate allows buyers or lessees of fully electric or plug-in hybrid vehicles to receive up to $2,500 back. Meanwhile, under the Charge Ahead Rebate, individuals from low- to moderate-income households can claim up to $7,500 for a new vehicle or $5,000 for a used one. Eligibility is determined based on household income levels, ensuring that financial assistance reaches those who need it most. It's important to note that only vehicles purchased after May 22 qualify for these incentives.
This year’s expanded funding, bolstered by a $31 million allocation from an EPA grant, promises to extend the application period and reach more underserved communities. Since its inception in 2018, the program has distributed nearly $100 million in rebates, though only a small fraction specifically targeted lower-income residents. To streamline the process, prequalification vouchers are available online, allowing eligible applicants to secure their rebate before making a purchase at participating dealerships. As funds are limited, applications will close once they are depleted, with approved candidates placed on a waiting list for future payments if necessary. By addressing transportation as the leading source of greenhouse gases, Oregon continues to demonstrate its commitment to environmental sustainability and equitable access to clean energy solutions.