Typically you want scrambled eggs. And with that thought, at the moment on the Overland Expo in Flagstaff, AZ, Rivian announced a serious accessory for its electrical pickup: A camp kitchen. The unit slides out from the Rivian R1T’s so-called gear tunnel that lives between the mattress and cab. The kitchen consists of storage and a range that’s powered by the R1T’s 180kWh battery pack.
This kitchen unit is the first vital idea Rivian has unveiled for the pickup’s unusual gear tunnel. This area supplies one other locked storage compartment for the pickup — but why have all of it, many asked when it was revealed? And now, with this kitchen unit, Rivian is responding to the questions. It appears Rivian needs to make its automobiles the middle of an ecosystem of add-ons. The corporate already revealed racks, vehicle-mounted tents and even a flashlight that hides in the aspect of the driving force’s door. Anticipate extra tenting and outside gear as Rivian cements its model image around adventurers.
Rivian is positioning its merchandise for a specific way of life. Assume Patagonia-wearing, Vary Rover-driving, outdoorsy varieties or at the very least those that aspire to have that picture. It’s a sensible play, and up to now, Rivian has stayed true to this picture. All of its ads, social media posts, and appearances make it clear that Rivian is rigorously aligning its model image.
Vans and SUVs are usually marketed to workman and families. TV commercials function dusty males hauling bails of hay and ladies unloading groceries and closing the rear tailgate together with her foot. However not Rivian.
To date Rivian has proven its products in the backwoods, operating trails and sitting subsequent to campfires. The individuals within the commercials are on an journey, sporting coats by The North Face and sleeping in REI tents. With the kitchen from right now’s announcements, they will pull a kitchen out of their pickup and make some coffee.
Rivian tells TechCrunch that is only a concept, however the firm intends to convey this unit to production. There are more likely to be different models for the gear tunnel. I, for one, would like to have a slide-out canine washing and drying station as a result of there’s nothing worse than putting a muddy dog in a truck.