by Rivian launches wooden models of its electric vehicles
Automaker Rivian has introduced a new exclusive accessory in its store — a set of handmade wooden vehicle models. This move is reminiscent of Tesla’s strategy, which has long been known for its unusual merchandise.
What’s included in the set
The set, priced at $150, includes a universal wooden platform resembling a skateboard, onto which replicas of three brand models can be placed: the R1T electric pickup, the R1S SUV, and the RCV commercial van. The models are painted in red and blue colors, and the RCV has a removable windshield. All elements are connected using powerful magnets embedded directly into the wood for safety.
Each package costs $150 and includes the base platform, R1T and R1S bodies, as well as the RCV body with a removable windshield. Separate roofs for the R1S and R1T are also part of the kit. All components can be easily connected using powerful magnets.
Safety and materials
The manufacturer particularly emphasizes safety: magnets are securely embedded in the wooden parts to prevent their removal and accidental swallowing by children. The main part of the components is made of birch, although the RCV model also uses some MDF elements.
Competition with Tesla
The idea of wooden toy models is not entirely new. Tesla already offers a similar set with Cybertruck and Semi models in its official store. However, there are key differences: the Tesla set costs significantly less — $60, but its models are smaller in size and do not have magnetic fastening. Currently, the Tesla set is sold out, while Rivian’s offer is available for purchase, which could be important ahead of the holiday season.
Tesla’s Set
This launch highlights a trend among modern automakers, especially those specializing in electric vehicles, to create an entire lifestyle world around the brand that goes far beyond the cars themselves. Such accessories, although niche, serve as an additional means of communication with customers and strengthen the emotional connection with the brand. Interestingly, Rivian, following Tesla’s example, does not simply copy the idea but offers its own, more refined and safer version of the product, focusing on quality and detailing. The condition of the product’s availability right now may also be a deliberate marketing move to boost sales during the gift-buying period.
