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Electric truck brand Rivian has launched its first national brand campaign.
Built on stories the automaker has collected from 129 local clubs of Rivian owners around the U.S., the campaign aims to build brand awareness and favorability ahead of the company’s first mass market release, coming in 2026.
It comes at a moment when Tesla, which sold more EVs in the U.S. last year than any other company, is taking a hit to its reputation due to CEO Elon Musk’s involvement in the Trump administration. In the second quarter of this year, Tesla’s net favorability rating dropped below zero, according to data from Morning Consult Intelligence.
