Rivian has launched a novel partnership with a well-liked annual music pageant, by which the corporate will primarily arrange pop-up electrification reveals and extra—together with first-hand appears to be like on the upcoming R2.
As introduced in a press launch on its web site on Tuesday, Rivian is partnering with South by Southwest (SXSW) in Austin, Texas to debut the “Electrical Roadhouse” exhibit at its South Congress area throughout SXSW 2025, at which the corporate will characteristic the R2 electrical automobile (EV) and every day programming. Set to happen March 7 to fifteen, the exhibit will embrace panel discussions, demo drives, concert events, and drive-in films, together with a broader presence all through the pageant.
Rivian will even be part of SXSW operations on the Austin Conference Heart (ACC), and all through the larger Austin space, in accordance with the discharge. CEO RJ Scaringe will even current a keynote speech as a part of the pageant, and SXSW badge holders will acquire precedence entry to lots of the discussions and occasions.
“We’re thrilled to convey our model to life at SXSW with the Electrical Roadhouse, an area that merges traditional Americana with a imaginative and prescient for a sustainable future,” mentioned Denise Cherry, Rivian Vice President of Advertising and marketing. “The pageant’s creativity and adventurous spirit completely complement our personal, and we are able to’t wait to share this expertise with the neighborhood.”
Demo drives for the occasion will start on March 11, and Rivian can also be the official sponsor of the pageant’s Transportation Monitor exhibit, working from March 11 to 13.
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The EV maker says it attracts inspiration for the Electrical Roadhouse from traditional Texas roadhouses, and it plans to open its reveals to the general public and pageant attendees every day through the pageant. In 2024, SXSW had a complete of 47,661 attendees, in accordance with native publications.
“Rivian’s imaginative and prescient for a sustainable, electrical future resonates deeply with the South by Southwest neighborhood,” mentioned Peter Lewis, Chief Partnerships Officer at SXSW. “We’re thrilled to welcome them as a accomplice to the pageant, and look ahead to watching SXSW festival-goers expertise the model in a enjoyable, participating and sustainable method.”
In latest months, Rivian has been deploying distinctive “Charging Outpost” areas close to nationwide parks, in addition to opening its retail “Areas” across the U.S. The corporate can also be set to launch shows of its upcoming R2 and R3X automobiles at choose Rivian Areas all through the U.S. and Canada within the upcoming months.
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