Rivian has announced a partnership with South by Southwest (SXSW) 2025, unveiling a unique exhibit called the “Electric Roadhouse” at the festival’s South Congress space in Austin, Texas. The exhibit, which will run from March 7 to 15, will feature Rivian’s upcoming R2 electric vehicle (EV) along with daily programming including panel discussions, demo drives, concerts, and drive-in movies. Additionally, Rivian will have a presence at the Austin Convention Center and throughout the broader Austin area during the festival.
As part of the partnership, Rivian CEO RJ Scaringe will deliver a keynote speech at SXSW. The company will also sponsor the festival’s Transportation Track exhibit from March 11 to 13, with SXSW badge holders receiving priority access to many of the events and discussions.
“We’re thrilled to bring our brand to life at SXSW with the Electric Roadhouse, a space that merges classic Americana with a vision for a sustainable future,” said Denise Cherry, Rivian Vice President of Marketing. “The festival’s creativity and adventurous spirit perfectly complement our own, and we can’t wait to share this experience with the community.”
The Electric Roadhouse will draw inspiration from traditional Texas roadhouses, offering a unique experience for attendees, and will be open to the public daily during the festival. In 2024, SXSW attracted over 47,000 attendees, and Rivian’s exhibit is expected to further enhance its presence at the event.
“Rivian’s vision for a sustainable, electric future resonates deeply with the South by Southwest community,” said Peter Lewis, Chief Partnerships Officer at SXSW. “We are thrilled to welcome them as a partner to the festival, and look forward to watching SXSW festival-goers experience the brand in a fun, engaging, and sustainable way.”
The partnership with SXSW is part of Rivian’s ongoing efforts to expand its visibility, with the company also planning the upcoming display of its R2 and R3X models at select Rivian Spaces across the U.S. and Canada.
