Electric car maker Rivian is entering Boston’s Back Bay

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Photo courtesy of Rivian

Picture this: You’re enjoying live music on a Saturday while checking out the wares of local artisans. No, you’re not at a cool street festival; you’re in electric car maker Rivian’s shiny new Boston showroom at Lyrik, Mass.’s busy development. Ave. on the shores of Back Bay.

The 5,000-square-foot outpost, which opened last month, was a homecoming of sorts for founder RJ Scaringe, an MIT alum who introduced Rivian’s rugged yet luxurious battery-powered vehicles to the world five years ago years “At the core of our mission is to care for the earth for future generations,” says Tony Caravano, Rivian’s senior director of experiential marketing, noting that Boston aimed to open Rivian’s 16th showroom not only because Scaringe has an affinity for the city. , but also because sales of electric vehicles have increased here, making the region one of the largest markets for the category in the United States. Last year, as the state worked toward its goal of a 50 percent reduction in greenhouse gas emissions by 2030, Boston-area drivers added more than 21,000 all-electric vehicles on the area’s roads, a number that has quadrupled since 2019, according to a recent study of the car market.

Skyline videos can be found in Rivian’s new showroom, where exposed ceiling ducts and concrete floors create an industrial appeal. / Photo courtesy of Rivian

However, the company realizes that consumers still have some trepidation about electric vehicles. “Many people may not know the ins and outs of how to charge an electric vehicle,” says Susan Cadrecha, Rivian’s director of consumer product communications. “There’s a basic education that needs to happen that provides the comfort and confidence of, ‘This is a jump I can handle.'”

And this is where the showroom comes in. The whole family, even your beloved doodle, is invited to visit the interactive space. “We create spaces that are your own adventure,” says Caravano. “You can browse them alone or with a member of our staff.” That means, in addition to showing—and offering demo rides—the latest Rivian models, including the R1T, a pickup truck; the R1S, a full-size SUV; and soon, the newly developed R2, a mid-size SUV that will be delivered in 2026, visitors can plan entertainment, including the programming of musicians and artists. “Families have many different interests and want a capable vehicle for all of them,” says Caravano, highlighting the showroom’s kid-centric experience. “A lot of our design is knee-deep because often, kids are convincing their parents to consider an electric vehicle.”

The vehicles currently on display are the R1S SUV and the second generation R1T truck. / Photo courtesy of Rivian

First published in the print edition of Boston October 2024 issue of the magazine with the title “Road Scholar”.