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Rivian Opens Immersive Electric Car Showroom in London's Battersea Power Station
Rivian has unveiled a new flagship showroom in London's Battersea Power Station shopping centre, marking a significant step in the American automaker's push to increase its brand visibility in cities.
The 200sqm London showroom, known as Rltv, is smaller than a traditional dealership but is designed to provide visitors with a comprehensive and immersive experience of Rivian's new line-up of electric cars. The primary focus of the showroom is to showcase the R1T, R1S, and other new-generation electric vehicles.
Jesse Arreguin-Andrews, Rivian's chief marketing officer, emphasized that the urban showrooms have been designed to address the lack of brand visibility in cities. Traditional dealerships are no longer present in city centres, according to Arreguin-Andrews. He decided to create a retail concept for displaying Rivian's electric vehicles in city centres.
The Rltv showrooms are part of a fast-growing network of urban showrooms by Rivian. The concept for these showrooms was developed by the American design team of Rivian in collaboration with the Rivian Architecture and Retail teams, led by design director Jeff Hammoud.
The aim of the Rltv showrooms, including the London site, is not just to sell cars but also to boost Rivian's brand visibility. Arreguin-Andrews mentioned that selling electric cars takes time, as people are not as accustomed to them as they are to internal combustion engine (ICE) cars. His approach to selling electric cars is not about a 'fast and furious' sales method, but rather a more educational and immersive experience.
The Rltv spaces, designed to serve as a retail hub, are part of a wider network of Rivian retail and service centres outside of cities. The 'Rltv' store is similar in its conception to shopping centre showrooms operated by Polestar, Tesla, and Genesis.
Arreguin-Andrews stated that these urban showrooms are contracted to reflect their smaller footprints compared to traditional dealerships. The showroom is designed to show off Rivian's dramatically evolved brand image and new-generation electric cars. The Rltv showroom is just one example of Rivian's commitment to making electric vehicles accessible and appealing to city dwellers.
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