Brand Inventory - Rivian

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Marketing

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Apr 3, 2024

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docx

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Rivian - Brand Inventory Brands Rivian produces electric vehicles that can be used for off-roading and adventure activities. While most of the competition was focusing on electric vehicles that would meet the everyday demands of a city commute, Rivian produced their first vehicle, the R1, with a truck and SUV in mind. They have two product lines, the “R1” and “Fleet,” with the R1 primarily focused on the consumer car market. Rivian Brand: The brand identity is on display in all its promotions, being associated with innovation and adventurous spirit. While all-electric vehicles have an altruistic sustainability angle, the adventurous spirit in their advertisements is what separates them from the rest. Logo & Font “The four arrows in our directional logo symbolize the values and behaviors that inform every decision we make. The two outer arrows express our mission to make the world a better place through innovation and adventure. The two inner arrows represent our core desire to be inspiring and inviting to all.” The modernized font pushes the image of next-gen or futuristic to amplify their innovativeness in the industry. Elements The products(R1T and R1S) themselves are equipped with design elements that would help in identifying the brand. All their promotions follow a key theme of keeping the world adventurous to explore and showcase Rivian in landscapes that are worth exploring. The Sustainability of using an electric vehicle in exploration symbolizes the need for a shift to EVs to keep the landscapes pristine for the next generations to explore. Going on adventures is often associated with being a together or community thing; the brand's promotional events or services emphasize the consumer and community first principles. The direct-to- consumer delivery, easy service, charging, insurance, and group gatherings or exploration series are all part of the company's push to build a “cult” like following amongst adventure-seeking car enthusiasts,even alienating the regular consumer.
Rivian - Brand Inventory Significant Trademarks Rivian’s trademarks do indicate the identity they want to protect from the competition. While they may not use all of them in their promotions yet, the following trademarks signify the image the brand stands for. “ Electric Adventure Electric Adventure Vehicle Adventure Network Adventurous Forever Keep the World Adventurous Forever Features and components of Rivian R1S and R1T The R1S and R1T offer very similar features, with the main distinction coming in the form of a Pickup trunk space in the R1T versus an additional row of seats in the R1S. The key features are All Electric vehicles with ranges from 270-410 mi 62 Cubic feet of storage in R1T to store all the gear required for adventures off the road Towing and Carrying capacities of 11000 and 1800 lbs. A fully connected infotainment and mobile app system to make it very user-friendly Unique ride settings for Road, Terrain, and Trail. Rock crawl ability, 15-inch clearance for the off-roading Built in camping kitchen Remote diagnosis of any service issues Long warranties of 5 years to 8 Years Customer Experience. Beyond selling the car, Rivian prides itself on the community it builds around the car. They offer company-guided expeditions and trips for Rivian owners to participate in and experience the best and intended utility of the car. With no other EV manufacturer offering this kind of experience, they get to use real stories as part of their brand promotion, from consumers who have purchased and tested the car in real world adventures. https://stories.rivian.com/adventurousspirits2023 https://stories.rivian.com/letsgo
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