Marketing in the News: Rivian Losing Sight of Their Value Proposition with Their New Vehicle
I chose to write about Rivian and their subsequent marketing campaign involving their new vehicle the R1S. I’m super interested in the world of Electric cars because I believe the technology is the way forward for the future. Naturally, Rivian whose whole value proposition is based around their electric cars is a company I am interested in. Car and Driver, one of the leading sources of insight and reviews in the automotive industry recently delivered their take on Rivian's new vehicle the R1S. The article points out that they've excelled at what it has always done. “the R1S's fundamental mission is to ensconce up to seven passengers and their stuff in upscale comfort, a task it has excelled at since its 2022 debut” But here lies the issue with the vehicle and Rivian’s mission. “What has changed, however, is the competitive landscape: the R1S is now facing increased pressure from several new, lower-priced three-row Electric Vehicles alternatives, inclu