Amid economic uncertainty and potential recession, automakers like Rivian are forging ahead with robust marketing budgets, anticipating automotive media spending in the U.S. to reach $31.77 billion. Rivian's VP of Marketing, Denise Cherry, highlighted the brand's goal to boost vehicle sales from 50,000-60,000 to hundreds of thousands annually, emphasizing the importance of establishing strong brand awareness. With a new manufacturing plant in Georgia, Rivian aims to communicate its U.S. roots and foster a homegrown image, tackling challenges like tariffs while laying the groundwork for long-term success.
As economic uncertainty and talk of recession intensifies, automakers face an uphill battle in everything from tariff impacts on production costs to fluctuating consumer spending in response to inflation.
It's a really pivotal time in our business where we are making that step change. We currently sell 50,000-60,000 vehicles a year. In the next couple years, we want hundreds of thousands of vehicles a year.
All of our factories are here. We employ 15,000 people here in the United States, but people don't know that about us. How do we actually start to communicate that?
Rivian is launching its first-ever brand campaign now, and planning for the long term amidst uncertainty, as the automotive media spend is expected to hit $31.77 billion.
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