Rivian
SXSW’s title sponsor dumped 2,500 pounds of recycled asphalt onto Congress Ave. to create a course that demonstrates just how agile its new R2 actually is. With the pink dome of the Texas Capitol building as the backdrop, this smaller version of Rivian’s original vehicle climbed up and down steep mounds of asphalt, tipping from side to side and sometimes leaving one or two of its wheels hanging in midair as it navigated the steep hills and sharp turns of the off-road course. Visitors could hop in the front seat with one of the brand’s 27 professional drivers—all Rivian employees from around the country—to experience the dips and tilts firsthand.
ADWEEK’s rating: 4 out of 5
Rivian’s Joyride was a step up from last year, with a more central location on Congress and a photo op with Fujifilm. It was impossible to ignore, full of good vibes, and a thrill to experience.
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