Rivian uses customer stories to ignite sales

Rivian is launching a major marketing campaign to boost stagnating sales, leveraging real customer stories in its advertisements. This initiative aims to increase brand awareness. The "Real Rivian Adventures" campaign will feature owner experiences across streaming services and social media. This push comes as Rivian's first-quarter sales declined by 36% due to lower commercial van deliveries and weak demand. Rivian hopes the campaign will generate interest ahead of the 2026 launch of the R2, a more affordable vehicle. The company reaffirmed its full-year delivery guidance, despite current sales challenges.