As anticipation builds for Rivian’s unveiling of the R2 SUV on March 7, the electric vehicle startup has initiated a teaser campaign to generate excitement for its upcoming, more budget-friendly model, which is expected to broaden the brand’s appeal.
In a 33-second teaser video distributed across its social media channels, Rivian provides a glimpse of the R2 SUV parked in a garage. Despite being obscured in shadows, the video suggests that the R2 will feature a front-end design reminiscent of the larger and pricier R1 series.
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A notable feature showcased in the teaser is a full-width illuminated white LED bar running across the front, serving as a replacement for the conventional grille. Rivian has dubbed this distinctive styling element as “Stadium Lights,” complemented by vertical headlight stacks.
Previously, details about Rivian’s unconventional unveiling plans for the R2 had surfaced during a municipal meeting in Laguna Beach, California.
During the meeting, it was revealed that city officials recommended approval for Rivian’s request to utilize a portion of Main Beach Park for an event scheduled on March 7, 2024. This decision sparked some controversy, with opposition from residents expressing concerns about the event.
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According to agenda documents posted on the Rivian Forums by a Redditor, the city acknowledged Rivian’s refurbishment of the Laguna Beach movie theater and its plan to host a “worldwide production launch event” at the Rivian Theatre in March. The company aims to support the event by displaying vehicles at the park.
While the agenda included mundane details, it mentioned Rivian’s offer to donate two vehicles to the city for three years, albeit separately from the event.
A map labeled “Rivian R2 Launch” on the agenda’s final page outlined plans for the event, including the display of five vehicles on the grass along with an ice cream cart. The vehicles are set to be showcased from 3:45 PM until sunset on March 7, inviting public attendance for informational purposes only.
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The R2 SUV, teased by Rivian last May, is notably smaller than the R1S and is expected to be priced between $40,000 and $60,000 due to its simplified architecture. More details about the vehicle are anticipated to be revealed during the March 7 event.
Ahead of its official reveal, Rivian opened the R2 website, showing what appears to be our first look at the vehicle. Rivian said you will be able to reserve an R2 on March 7 with a full refundable $100 deposit.
