Following Tesla’s earnings call last month, CivicScience data showed that fewer Americans believe Tesla is the leading electric vehicle manufacturer. This is largely due to more EVs entering the market, such as Tesla’s new competitor Rivian, who went public a few years ago in 2021.
Rivian is an American electric vehicle manufacturer most well-known for its core SUV and truck models, with partially automated self-driving features (automatic steering, braking, and acceleration). They’ve also tapped into electric commercial fleets – which could set the brand up for increased adoption, given the overall push toward more sustainable vehicles in the U.S. and tax incentives.
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Where does Rivian stand among consumers?
According to new CivicScience data, 4% of U.S. adults currently own a Rivian EV, and another 7% are planning to purchase one in the next 12 months. Twelve percent don’t have imminent plans to purchase but are interested in Rivian EVs – totaling 23% who either own one or are interested. Conversely, 29% of respondents are uninterested in owning a Rivian, and nearly half (48%) have never heard of the EV maker – hinting at its potential to gain wider adoption with increased marketing awareness.
Millennials are most likely to be Rivian fans, but there’s no clear winner among income brackets.
Currently, younger Millennials aged 25-34 express the highest interest in owning Rivian vehicles – 48% either own one, plan to buy one in the next 12 months, or are interested in Rivian in general. They’re also the generation most likely to be familiar with Rivian electric vehicles, as just a third of respondents haven’t heard of them. Conversely, adults aged 55+ are the least interested in owning Rivian cars (7%).
Americans of all household income brackets express relatively equal interest levels, ranging from 22%-24% (either currently owns, plans to buy in the next 365 days, or is interested in general). At the same time, though, respondents with a household income of $100,000+ are the most likely to say they’re uninterested in owning Rivian EVs – and are also the most likely to be familiar with the car brand.
How does Rivian stack up against other automakers?
A close look at automakers that either sell electric vehicles or will have EV models released in 2024 shows that Rivian stands toward the bottom in rankings. Twenty-seven percent of respondents say they’re favorable to Rivian electric vehicles, equivalent to the percentage who like Tesla. They rank just ahead of Mini cars and are neck and neck with Acura. Longstanding brands, Toyota and Honda, have the highest favorability rankings, as over half of U.S. adults say they like these car brands.
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Perhaps we’ll see Rivian move in rankings in the future, given most consumers haven’t heard of them yet and a significant share plan on buying one in the future. As the brand grows, CivicScience will continue to track Rivian interest and electric vehicle trends. If you’re interested in getting ahead of the curve or want to see insights like these for your brand, let’s chat.