The article discusses an interview with Rivian’s CEO RJ Scaringe about the company’s R1T, an all-electric pickup, and the R1S, an all-electric SUV. He speaks about his pride in the vehicles but explains that the challenge is getting consumers to purchase them. Scaringe believes that for electric vehicles (EVs) to be successful, manufacturers need to target the broader population, not just early adopters or people who are very tech-savvy. He also asserts that EV manufacturers can’t just offer an eco-friendly vehicle; to captivate customers, they need to offer a vehicle that excels in every conceivable category.

Scaringe suggests that the approach to marketing EVs must be just like marketing any other product. He suggests that emphasizing the vehicle’s design, performance, durability, versatility, safety and ability to provide adventure and fun are important factors for attracting a broader consumer base. This indicates that, while the EV is essentially different from a traditional vehicle, the marketing strategy should not deviate significantly in how it communicates the values and qualities of the product.

The key takeaway from the article for marketers is that, regardless of the revolutionary qualities of a product, it is often effective to appeal to the traditional desires of customers. Scaringe’s emphasis on the performance, design and versatility of the vehicle, rather than its electric nature, suggests a marketing strategy that appeals to the broader market. This strategy hinges on highlighting familiar factors that resonate with consumers rather than focusing solely on the revolutionary aspects of the product. In essence, marketing innovative products requires balancing the promotion of its novelty with traditional qualities that customers seek.

Read more at https://www.fastcompany.com/91033066/rivians-ceo-on-the-new-r2-suv-befriending-tesla-and-what-it-will-take-for-americans-to-buy-evs?partner=rss&utm_source=rss&utm_medium=feed&utm_campaign=rss+fastcompany&utm_content=rss