Rivian, the electric automaker building its EVs in Normal, has opened a showroom in downtown Chicago, the fifth of such “Spaces” the company is aiming to launch.
The Chicago store, which opened Friday, is located at 871 N. Rush St. in the Gold Coast neighborhood on the near north side. That’s just about a block away from Michigan Avenue – and about 140 miles from the plant in Normal where Rivian’s EVs are made.
“We’re really excited to be here in Chicago, because first and foremost, the relationship that we have with the state, because of the factory being in Normal, is a really important one to us,” said Tony Caravano, senior director of customer experience for Rivian. “And now we have another place to bring our vehicles and our products and our brand to life, where customers can touch and feel them, in the heart of one of the most special cities in the country.”
The company already had opened Rivian Spaces in New York City, Vancouver, Seattle, and Venice, California, with plans to open more locations in Nashville, Austin, Brooklyn, and Laguna Beach. The locations are planned to be either temporary or permanent depending on the space.
The showroom isn’t supposed to feel like your typical car-buying experience, said Caravano.
“There’s a nice mixture of choose-your-own adventure, the customer that comes in and wants to quietly explore and move from wall to wall, there’s a chance for education at many of the stations that can be self-guided or can be guided with another individual,” he said.
He explained that the spaces are intended to help people of all ages learn and explore Rivian vehicles. Caravano said the goal for these physical locations and the hands-on interaction within them is to show how the company is “taking electric and adding adventure.”
At the showroom itself, customers are able to explore different options for EV customization, from paint and fabric colors to the size of battery powering the vehicle.
Rivian’s buying experience has largely been online up till now, something it fought in court to be able to do, over the objections of traditional auto dealers.
At Rivian Spaces, people can place vehicle reservations. Caravano said one of the most important aspects of a Rivian customer’s experience is the ease of purchase, a process that these locations can continue to speed up. Customers can also schedule a demo drive at Spaces.
While the EV market continues to grow, Rivian and other manufacturers face many questions from consumers about all aspects of EV ownership. Caravano said Rivian hopes it can continue to educate “as many customers as possible” with these in-person locations.
“Where we spend the most time educating a first-time potential EV owner is around charging … and once individuals get comfortable there and they’re ready to make a leap, the other piece is maintenance. How does it work to maintain an EV?” he said.
Rivian is making its electric trucks, SUVs and commercial vans at its plant in Normal, which employs around 8,000 people.
The company’s physical footprint has grown since the vehicles were first unveiled in 2018. As of early August, Rivian had 43 physical service centers, with an additional 17 scheduled to open by the end of 2023.
Rivian Spaces in Chicago is open 9 a.m. to 7 p.m. Monday-Saturday and closed on Sundays.
