Electric vehicle maker Rivian is rolling out a series of incentives aimed at boosting sales after a difficult start to 2025. The company reported a 36% year-over-year drop in deliveries for the first quarter, with just 8,640 vehicles handed over to customers. In response, Rivian is launching an “Electric Refresh” campaign offering significant financial incentives to prospective buyers of its R1T pickup and R1S SUV.
Under the new promotion, valid from April 1 through April 30, customers who trade in a battery-electric, hybrid, or internal combustion engine (ICE) vehicle from any brand are eligible for a $3,000 discount on a new R1T or R1S. Canadian buyers receive an equivalent CA$4,300 credit. Rivian is also extending a targeted $3,000 offer to current Tesla owners and lessees in what appears to be a direct bid to attract the rival automaker’s customer base.
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According to Rivian-focused outlet Rivian Trackr, these two offers can be combined, bringing total trade-in incentives to as much as $6,000 for eligible U.S. customers. Those opting to lease can also apply a federal $7,500 EV lease credit, raising the total potential savings to $13,500.
Despite the generous offers, the vehicles remain priced at a premium. The R1T pickup starts at $69,900 for the Dual Standard variant, rising to $99,900 for the Tri Motor configuration. The R1S SUV begins at $75,900 and tops out at $105,900. Rivian has also teased quad-motor variants for both models, although pricing has yet to be announced.
See also: Rivian R2 Battery Pack Uses Fewer, Larger Cells Than R1 Models
While Rivian’s trade-in incentives are designed to lower the barrier for entry, industry experts caution that customers may receive higher valuations by selling their existing vehicles privately. However, for buyers prioritizing convenience, the new promotions offer a more seamless path to EV ownership.
The incentives come as Rivian prepares for the introduction of its smaller and more affordable R2 and R3 models, which are expected to broaden the company’s market reach. Until then, the R1 lineup remains Rivian’s flagship offering, and the latest deals may provide a timely boost as the automaker navigates a soft sales environment.
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