In an effort to sell more automobiles, electric-vehicle (EV) manufacturer Rivian is redesigning the showroom into a lifestyle space.
- Rivian’s “Spaces” are a more relaxed approach to the typical dealership showroom and focus on giving the customer an experience rather than focusing on the vehicle directly.
- The new showrooms are a place to hang out rather than just a place to shop for cars.
- Spaces also feature educational content on EVs, and employees are standing by to help customers plan road trips in their new Rivian vehicles.
- The new approach to sales can convince customers to buy, it may give Rivian the financial boost it desperately needs.
- Rivian also partnered with EV maker Tesla to give its drivers access to Tesla’s network of superchargers.
Why it’s news
The dealership showroom has remained relatively unchanged for decades—a large, brightly lit room with several flashy models of the brand’s cars on display in the center and an eager sales team ready to sell cars. Rivian’s redesign offers a cozier, more relaxed approach.
Rivian’s new showrooms more closely resemble community spaces than traditional auto showrooms, The Future Party reports.
“We really wanted to create spaces where our community felt like they could be a part of them, and that would allow people to interact with our vehicles and interact with other members of the community,” Rivian’s senior director of facilities Denise Cherry says.
The first of Rivian’s Spaces recently opened in New York City in the Meatpacking District. Other locations are expected to open in Laguna Beach, California; Groveland, California; and Austin, Texas.
Backing up a bit
One of the significant barriers to widespread EV adoption is the lack of charging infrastructure. Rivian recently joined with its competitor Tesla in a deal that will allow Rivian to use Tesla’s charging stations.
By increasing the number of vehicles that can use the charging stations, Tesla is growing its EV charging infrastructure without installing entirely new systems.
Beginning in 2024, Rivian will have access to over 12,000 Tesla Superchargers in the U.S. and Canada. Rivian’s earlier models, the R1T and R1S, will need an adaptor attachment. Rivian’s future models will include a Tesla charging-port attachment, The Wall Street Journal reports.