Despite economic uncertainty and talk of recession, automakers are not reducing their marketing budgets. In fact, automotive media spend in the US is expected to increase to $31.77 billion this year, up from $29.48 billion in 2024. Rivian, an electric vehicle company, is launching its first-ever brand campaign, “Real Rivian Adventures,” to increase brand awareness and appeal to a mass market. The company aims to sell hundreds of thousands of vehicles in the next few years, up from its current 50,000-60,000 vehicles per year.
Denise Cherry, VP of marketing at Rivian, emphasized the importance of long-term planning and flexibility in marketing. Despite economic headwinds, Rivian is taking a long-term view and not letting short-term fluctuations distract from its goals. The company’s marketing budget is not being reduced, and it is instead focusing on creating brand awareness and storytelling across various channels, including CTV, YouTube, social media, and in-store activations.
Rivian’s marketing approach is unique in that it is a direct-to-consumer brand, allowing it to control the entire customer experience from advertising to ownership. The company is not signing long-term media buys, instead opting for flexibility and the ability to adjust its marketing strategy as needed. Cherry emphasized that the focus is on building brand awareness and narrative over the long term, rather than just focusing on short-term sales.
The launch of Rivian’s second manufacturing plant in Georgia is also a key part of its marketing strategy. The company wants to communicate its commitment to US-based manufacturing and employment, and it is working on messaging that highlights this aspect of its business. Overall, Rivian’s approach to marketing is focused on building a strong brand and creating a loyal customer base, rather than just responding to short-term economic fluctuations.
As the automotive industry faces economic uncertainty, Rivian’s approach to marketing is a notable exception to the trend of reducing marketing budgets. By taking a long-term view and focusing on building brand awareness and storytelling, the company is positioning itself for success in the years to come. With its unique approach to marketing and its commitment to US-based manufacturing, Rivian is well-placed to navigate the challenges of the automotive industry and achieve its goals.