Rivian is Using Test Drives Instead of Big Ad Campaigns to Sell the R2

Rivian has turned test drives into its main marketing tool for the R2, putting more prospective buyers behind the wheel as it prepares its first lower-priced vehicle to drive a major increase in sales.

The EV maker recorded 150,000 test drives across its three consumer models in North America through August 25, already surpassing the 118,000 it recorded throughout 2025. Interest increased sharply after the R2 went on sale in June.

Rivian wants shoppers to experience the R2

Rivian Chief Customer Officer Greg Revelle said the company is deliberately relying on the product experience rather than a major paid advertising campaign.

“The demo drive is our marketing,” Revelle told Automotive News.

Rivian currently operates 140 retail and service locations in North America and expects to add roughly 40 more by the end of 2027. The company is also making its test-drive experience deliberately casual, encouraging shoppers to bring family members, pets and car seats so they can see how the vehicle works for their daily needs.

The company says its test-drive conversion rate is exceeding its internal expectations, although Rivian does not disclose the actual percentage of drivers who go on to purchase a vehicle. Word of mouth and referrals from existing owners are also playing a major role in bringing new shoppers to Rivian.

The R2 could dramatically expand Rivian’s customer base

Rivian expects the R2 to help push deliveries substantially higher in 2026. The company is forecasting as many as 70,000 vehicle deliveries this year, compared with 42,247 in 2025.

The R2 also gives Rivian access to customers who cannot justify the price of its existing R1T and R1S. The base R2 is scheduled to start at $46,485 including shipping, while the currently available launch version starts at $59,485.

Rivian plans to expand the R2 lineup in the coming months with a cheaper Premium trim, additional colors and, next year, Standard versions. The company expects that expanding lineup to keep drawing shoppers into its stores.

That approach could become increasingly important as Rivian tries to scale beyond its relatively expensive first-generation vehicles and move toward profitability.

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