Rivian Plans to Model Exclusive Color Releases Similar to 'Sneaker Drops'

      Andrew P. Collins

      The latest in car news and reviews, straight to the point.

      When someone mentions “Rivian,” I immediately envision a Compass Yellow R1S. However, that image is somewhat outdated, as Rivian hasn’t offered that color in several years. There’s still hope, though, not just for that school-bus hue but also for even bolder or more unusual colors to return or debut in the electric truck and SUV manufacturer's lineup. Just be ready to act fast before they sell out.

      The Drive recently interviewed Rivian’s Chief Design Officer, Jeff Hammoud, who indicated that the company is exploring ways to provide these unique color options to the small number of buyers interested in them, albeit for a limited time.

      Take the Miami Edition R1S from last fall, for instance. The company produced only 10 of these models, all in white with blue stripe wraps along the sills and pink accents, including badging, tow hooks, and interior trim. While it wasn't universally appealing, Hammoud understands this rationale. Therefore, it’s more practical to produce such vehicles in limited quantities, much like exclusive fashion items.

      “The way we see them is similar to cool sneaker drops, where we could introduce other editions that come out,” Hammoud explained. “They’re for a small, limited run. The Miami Edition was certainly bold—some loved it while others thought, ‘I wouldn’t drive that.’”

      Less extreme design choices, such as a Compass Yellow-type shade, might also appear in the configurator temporarily before being substituted with another equally daring option. Rivian previously did this in December with the Borealis Purple, a color available for a few weeks only before being removed from the online configurator. Hammoud recognizes the significance of such colors to passionate owners.

      “When you design a car to appeal to a broad audience, you naturally have to make safer, more neutral choices,” Hammoud noted. “But we also acknowledge this with our color offerings. For instance, Compass Yellow had one of the lowest take rates when we offered it, yet those who chose it absolutely adored it. We want to offer some of these options to cater to more adventurous customers while still serving our core demographic.”

      Update May 28, 12 p.m. ET: Coincidentally, shortly after this story was published, Rivian announced the temporary revival of the Forest Green interior option for the Dual Motor with Max battery R1S and R1T. What a coincidence!

      A Rivian R1T in Borealis Purple. Rivian

      Fortunately, as Rivian concentrates on launching the smaller R2 model, Hammoud doesn’t anticipate these unique options disappearing for the R1 series.

      “I think whether we focus on limited runs or just explore our color slots, we intend to keep evolving these options,” Hammoud stated. “For both R1 and R2, we’ll continue to consider changes. Could we take more risks with those colors? Yes, it keeps the product fresh and gives people new color choices. However, there will always be core colors like black, gray, white, and silver.”

      On one hand, it’s understandable that a smaller manufacturer like Rivian must prioritize producing what customers mostly want. On the other hand, what Hammoud describes dips into FOMO (fear of missing out) consumerism, which has unfortunately spread beyond just footwear into broader commerce. Hopefully, none of Rivian’s beloved colors will disappear for good and will be reintroduced within reasonable timeframes.

      Speaking of which, if Rivian is taking requests, I’d like to put in another one for Compass Yellow. You hardly see it on the roads, and there’s really only one way to change that.

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