“Disruptive” is thrown in reflexively and commonly when discussing the affect of electrical automobiles on automobile manufacturing, gasoline effectivity, mobility applied sciences, and in the end how we drive. However together with these evolving adjustments, so are the general public’s expectations of the automobile buying expertise, one which’s a departure from the haggling and trouble of the dealer-focused automobile shopping for of yesteryear. The introduction of EV truck and SUV maker Rivian Areas in New York Metropolis’s Meatpacking District is the primary of a number of brick-and-mortar retail showrooms designed to attach with new EV consumers who desire a informal introduction to the EV model, automobiles, and applied sciences, all with out the dreaded laborious promote.
“Rivian Areas are purposefully designed to be informal and welcoming, the place anybody curious is welcome to return in and study extra about us and our merchandise,” stated Denise Cherry, Senior Director of Amenities Design and Retail Growth at Rivian. “We have let go of the formality that may be related to the automotive retail enterprise and centered on making a relaxed, family-friendly atmosphere that invitations company to remain awhile and discover at their very own tempo.” All of which is a pleasant means of claiming that Rivian’s Areas is extra like different buying experiences and fewer just like the unwelcome persuasive narrative hooked up to at the moment’s automobile dealerships.
Cherry emphasizes that the distinction between these Areas and a standard dealership is their “casual, heat environment”, an atmosphere that’s mirrored of their alternative of supplies, eclectic decor and interactive academic shows. “With Areas, we need to encourage folks to think about the place they’ll go and what they’ll do in a Rivian.”
Moreover, reflecting Rivian’s environmental efforts within the manufacturing of their automobiles, Areas may even be designed with their footprint and affect in thoughts. “For instance, for our tenth Avenue House in New York Metropolis, we intentionally minimized structural construct in favor of modular parts that may be moved from website to website,” explains Cherry, “Future Areas places akin to Laguna Seaside, CA and Groveland, CA, show adaptive reuse, breathe new life and function into present buildings.”
Rivian Areas will ultimately roll out nationwide in different markets, becoming a member of the corporate’s present community of greater than two dozen service facilities within the US and Canada. These different new Areas embrace a showroom in a transformed movie show in downtown Laguna Seaside, California (above), in addition to a ten,000-square-foot indoor-outdoor area in Austin, Texas, full with a inexperienced area, rooftop deck with panoramic views of town. Rivian emphasizes that the structure and inside design of every venue will mirror their environment, together with completely different furnishings inside.
In quite a lot of methods, Rivian brings the EV purchaser nearer to one thing akin to clients and the Apple Retailer, luring potential clients to uniquely designed buying locations, showcasing merchandise to attempt with out the floating stress to purchase, the place the emphasis is positioned on product-oriented experiences and schooling moderately than speedy gross sales. Whereas nothing is assured, we’re inclined to foretell that in the future shopping for your subsequent automobile will turn out to be virtually as simple as shopping for an iPhone, albeit a bit of dearer.
The primary Rivian House opens at the moment, June 16, at 60 tenth Avenue in New York Metropolis’s Meatpacking District, with extra places but to be decided.