Rivian has introduced a new promotional offer for its R1S and R1T electric vehicle (EV) models, providing up to $6,000 in incentives for customers upgrading their vehicles. The program, launched on January 21, is available to current R1T or R1S owners or lessees in the U.S. and Canada and runs through March 31, 2025.
The incentive amounts vary by configuration, with customers upgrading to the Tri Motor with Max battery eligible for a $6,000 discount, while those choosing the Dual Motor with Max battery and Performance upgrade can receive $4,500. A $3,000 discount is offered for the Dual Motor with Max battery configuration.
See also: 2025 Rivian R1S Earns Top Safety Pick+ Rating from IIHS

“This initiative reflects the cost efficiencies we’ve achieved through plant upgrades, renegotiated supplier contracts, and streamlined manufacturing processes,” Rivian CEO RJ Scaringe stated. The company has re-engineered its vehicles for efficiency, reducing the number of ECUs (electronic control units) from 17 to seven in its next-generation R1S and R1T models.
The offer applies only to qualifying new purchases or leases, with discounts applied to the manufacturer’s suggested retail price (MSRP). Rivian clarified in its terms that while customers must request a trade-in estimate to qualify, trading in a vehicle is not required. Excluded from the offer are models with Dual Standard configurations, Dual with Large battery configurations, custom builds, demo vehicles, and pre-owned vehicles.
See also: Rivian Tops Consumer Reports Owner Satisfaction Survey, Tesla Ranked Third

Rivian has been ramping up production and deliveries, recording over 51,500 deliveries in 2024, a modest increase from approximately 50,100 in the previous year. The company anticipates continued growth as it enhances its production capacity and product offerings.
This new promotion follows a similar campaign introduced in October 2024, which offered up to $3,000 for customers upgrading from gas-powered vehicles.
Check out the Rivian R1 Shop to view eligible models. You can see eligible Rivian R1S here and R1T models here.