by Rivian and Its Market Among Asian Buyers
Rivian, which was considered a competitor to Tesla, is still significantly lagging in sales volume. Last year, Tesla sold almost 1.8 million vehicles, while Rivian sold only about 50,000. For the company’s growth, it is crucial to quickly launch the new R2 and R3 models, but the problem is not just the price.
According to research, 13.7% of Rivian’s sales in the US come from Asian households.
Demographic Aspect
Asian buyers make up a significant share of the electric vehicle market. They purchase 12.7% of all EVs, excluding Tesla and Rivian. Meanwhile, Tesla shows impressive figures — 27.2% of its customers are from the Asian community. Rivian lags behind in this regard, especially in the pickup truck segment, which is not as popular among this group.
Even compared to the Tesla Cybertruck, which is perceived ambiguously, the Rivian R1T loses: only 8% of its buyers are Asian, while for the Cybertruck this figure is 24%.
Prestige and Technology
Asian buyers often choose brands with a strong image, such as Mercedes, BMW, or Tesla. For example, 33% of Tesla Model X sales come from Asian households. Rivian needs not only technical advantages but also to create a desirable image to compete with these players.
The future R2 and R3 models could expand the audience, but the company should preserve their premium status so as not to lose key customers. Rivian’s success will depend not only on price but also on how well it can become a symbol of status and innovation.
