Core Insights - Rivian Automotive is preparing for a significant marketing campaign to boost sales in 2025, a year expected to be slow due to the delayed launch of the R2 vehicle until 2026 [1][9] - The marketing campaign, "Real Rivian Adventures," will leverage real stories from Rivian owners to enhance brand awareness and engagement [2][3][4] - Sales in the first quarter of 2025 have declined by 36%, attributed to fewer commercial van deliveries and weak demand, with a full-year delivery guidance of 46,000 to 51,000 vehicles [6][10] Marketing Strategy - Rivian plans to utilize its passionate consumer base, with Rivian Clubs of America present in 35 states and Washington, D.C., for its marketing efforts [2] - The campaign will include advertisements across streaming services, social media, and potentially broadcast TV [4] - The first advertisement features a story from a Rivian owner, showcasing the vehicle's utility in a community setting [3] Sales Performance - The company experienced a 36% decline in first-quarter sales, influenced by external factors such as the impact of L.A. fires on the California EV market [6] - Rivian's delivery guidance for the year remains consistent with the previous year's performance, indicating a stable outlook despite current challenges [6] Product Launch and Future Outlook - The upcoming R2, R3, and R3X models are expected to attract a more mainstream consumer base with a lower price point, particularly the R2 priced around $45,000 [8] - The R1T and R1S models currently start at approximately $70,000 and $75,900, respectively [8] - Successful marketing and the anticipated R2 launch are seen as crucial for revitalizing sales and increasing production capacity at Rivian's Normal, Illinois plant, which aims to produce 215,000 vehicles annually post-construction [10]