Rivian Drops Entry-Level Explore Package Due to Weak Customer Demand
Rivian is discontinuing its cheapest Explore trim for the R1T and R1S after finding that most buyers prefer the higher-end Adventure package. Affected pre-order customers must reconfigure their vehicles by September 1 or face cancellation.
Rivian drops the cheapest Explore package for its R1T truck and R1S SUV due to low customer demand. The company sends emails to pre-order holders stating that they must reconfigure their vehicles to the higher-tier Adventure trim by September 1 or have their orders cancelled. Rivian originally expects a large number of buyers to choose the entry-level Explore trim, but only a small percentage of customers actually select it.
This sudden change forces affected customers to spend an additional $5,500 to upgrade to the base Adventure package, which starts at $73,000. Several customers express anger on the Rivian Owners Forum, though the company says focusing solely on the Adventure trim allows it to streamline the supply chain and deliver vehicles more quickly. Despite the frustration, Rivian maintains a massive preorder backlog of about 98,000 vehicles in the United States and Canada as of late June.
This pricing adjustment marks the second time this year that Rivian upsets its customer base over cost. In March, the automaker attempted to raise prices by up to 20% on existing pre-orders before CEO RJ Scaringe reverses the decision following intense public backlash. The elimination of the Explore package continues Rivian's ongoing struggle to balance production realities with consumer expectations amid inflation and global supply chain constraints.