The Rivian Demographic??

Discussion in 'Rivian General Discussions' started by Lil'O Annie, Oct 21, 2019.

  1. Lil'O Annie

    Lil'O Annie Well-Known Member

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    I was thinking about this recently. Is Rivian focusing on the right demographic, which I see as mostly young outdoor-adventure people? Which demographic will actually be able to afford these things?? How many young mountain/rock climbers, over-landers, skiers, surfers, snowboarders, etc., have the money for these vehicles?? I say this as a financially secure 66-year-old birder/wildlife-photographer that has ordered one of these for that very specific hobby. I should throw in the fact that we are semi-retired farmers, where this pickup will also spend a lot of time hauling us around the farm in the mud and dirt. I don't see Rivian marketing to my hobby or demographic group, which tends to be a retired financially secure demographic compared to the young adventure group.

    I want to suggest to Rivian that they ADD my demographic and outdoor hobby group to the marketing model. There is a huge group of well-off people out there that want to get out into the mountains and back-country, want to reduce the impact their hobbies have on the environment and would want a Rivian, if they knew the huge benefits a quiet clean vehicle can add to there hobby activities!!! We see more wildlife while driving our quiet Chevy Bolt EV than we ever saw in the ICE vehicles.

    TAKE NOTE RIVIAN!! Here is a quote from the AARP website May 2018: "Bird watching is one of the fastest-growing hobbies in our nation. Fifty million Americans actually go to the fuss and bother of planning trips to watch wild birds each year, rather than just looking out the window."
     
  2. skyote

    skyote Well-Known Member

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    No doubt that their demographic is financially stable, more luxury buyers, simply due to the price point. I don't expect that there will be many buyers under the age of 30.

    I'm pretty sure this beer drinking, diesel truck driving, Texan father of 3 is probably an anomaly.
     
  3. Hmp10

    Hmp10 Well-Known Member

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    I don't quite understand why you're feeling left out, Lil'O Annie. An "outdoor adventure vehicle" seems to have such activities as birding squarely in its sights. Other than adding a built-in pair of binoculars to the sun visor, I can't imagine what is lacking on the Rivian for your intended use.

    One of the things that makes me feel Rivian may score a home run is how well suited its introductory vehicles are for a wide range of consumers. I'm 68, and I and my friends have quite an array of aches and infirmities. Having owned a Tesla for four years, I'll never be without an electric vehicle again. But at this time of life, I also want a vehicle that is roomy, is easy to get into and out of, and has a relatively upright seating position -- in short, something along the lines of an SUV. (I have not outgrown my heavy foot, though, and a 0-60 time close to 3.0 seconds is more icing on an already tasty cake.)

    I couldn't care less that Rivian ads are full of smiling young skiers instead of decrepit old men. I feel they are about to produce a car as suited for my needs as for any hunter, hiker, or skier.
     
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  4. Lil'O Annie

    Lil'O Annie Well-Known Member

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    Skycote & Hmp10
    Right...that's my point. Why are they focusing on the youngsters when it's us old farts that have the dough. :giggle: Hmp10, my point is why don't they directly market to some of the hobbies of demographic that can afford these vehicles and show some grey-heads out birding and having fun up in the mountains. Probably has a lot to do with the average age of the employees of the company. They don't think about what we old fogies are interested in doing for adventure.:facepalm: I think it's a mistake.
     
  5. hola29

    hola29 Member

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    The young/sporty marketing is a good idea. We all want to be (or at least look :) young and sporty. I'm early 40's and forget that until I throw my back out lol.

    There is also a lot of tech wealth being generated in some areas, and those people have the dough to buy one of these...but agree the under 30 market is probably going to be slim.

     
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  6. SleepySheepie

    SleepySheepie New Member

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    Put my deposit down at 30 years old. We probably aren't the majority demographic, but us millennials aren't all jobless and broke ;).
     
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  7. skyote

    skyote Well-Known Member

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    Still not under 30 though, @SleepySheepie ! ;)
     
  8. jimcgov3

    jimcgov3 Well-Known Member

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    From our perspective, Rivian hit it on the head. They could have easily shown the couple in the video loading a telescope into the gear tunnel instead of a surfboard, but the mental imagery wouldn't have been there. When you load a short board into a truck, your mind starts to think of all the other stuff you could put in the gear tunnel...at least mine did. Fishing poles, kayak paddles, folding camp chairs, etc. Also the camping. That is a hobby for young and old. Will people older than 70 plus or minus 5 years be climbing up a ladder to get into a bed mounted tent. Probably not, but they can camp with a tent on the ground, or glamp in a travel trailer, and definitely operate the gear tunnel kitchen. For us, we are 38 and 36 and from what I saw at the event in Denver, I felt we were on the low end age-wise, but close enough. I would say that the majority of the people there were between 40-60 years old. There were some definite outliers. One gentleman told us that at 82 years old, he has a better chance of dying before taking delivery of his truck. His words, not mine. Then there were others that seemed a bit younger than us but not by much.
     
  9. azjohnny

    azjohnny Well-Known Member

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    I agree with your BEV preference , I am looking for an electric vehicle to replace my Tundra and the lease on my Tesla will be up in another year. I am very curios how the Tesla truck will look. My concern about Rivian will still be the charging network especially when out in the woods
     
  10. fastwheels

    fastwheels Member

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    And there are probably a lot of others like me, over 60 and only somewhat (kayak/motorcycle/bicycle) outdoor adventure oriented, that just want to replace their ICE pickup with and electric. I make power on my roof - may as well use it in my vehicle!
     
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  11. ElectricTrucking

    ElectricTrucking Well-Known Member

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    Youth is always used in advertisement unless they are selling hearing aids and even that is adding a few young babes. Beauty and sex sells not common sense or real purpose.
     
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  12. Hmp10

    Hmp10 Well-Known Member

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    I particularly enjoy the erectile dysfunction ads with fit early-middle-aged men with salt-and-pepper gray hair who are having trouble with their wives/girlfriends who look as if they stepped out of a Playboy ad within the past decade and have been exercising non-stop ever since. Yeah, that's the target audience.
     
  13. ajdelange

    ajdelange Well-Known Member

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    The image of a young man loading a surfboard into that gear tunnel is going to sell a lot more trucks than that of an old birdwatcher loading even a long focal length telephoto lens.
     
  14. brainf18

    brainf18 New Member

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    Its no secret who's going to buy the Rivian. Look at the types of people that have Range Rovers, Merc SUV's or top of the line Ford and GM "luxury" trucks/SUV's. All the "youth oriented" outdoor adventure stuff is mostly marketing hype. Anyone with the coin to shell out $90-100K for a vehicle isn't in their early thirties unless they are trust fund kids, a professional athlete or exceptionally fortunate/lucky entrepreneurs.
     
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  15. SleepySheepie

    SleepySheepie New Member

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    Definitely none of the above. I worked hard, and still am working hard to be where I am today.
    My closest friends (and myself) are all late 20s to mid 30s. Not trust fund babies. Try on physicians, engineers, lawyers, techies...

    I know we won't be the majority demographic. But, we exist. I said above we aren't all jobless, broke millennials. Well, we also aren't all born with silver spoons in our mouths. ;)
     
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