Exploring Rivian's Path to Success and Branding Strategy

Rivian is targeting the 90% of consumers who do not currently purchase electric vehicles, aiming for a mass-market appeal similar to what Tesla achieved with the Model 3. The company is striving for a 'Tesla moment' where they can produce cars at a steady pace and gain popularity. Despite facing hurdles similar to those of Tesla in the past, Rivian aspires to adopt a branding strategy akin to Apple, emphasizing optimism, friendliness in design, and product presentation. By aiming for an aura similar to Apple, Rivian hopes to appeal to a broader market and achieve lasting success in the electric vehicle industry.