An Unconventional Move by Rivian Automotive

Rivian Automotive, a California-based EV maker, is breaking conventions in the automotive industry. The company has made a surprising decision to no longer provide key fobs to its new customers. Instead, new Rivian owners are now required to rely on a key card or the Rivian mobile app for access, unlocking, and driving capabilities.

What Sparked the Change: The shift in strategy was unveiled when a Rivian guide informed a new customer that the key fob would no longer be included in deliveries. Should customers desire the key fob, they have the option to purchase it separately from Rivian’s Gear Shop. Interestingly, the key fob is currently unavailable at the shop, leading to speculation among Rivian enthusiasts.

Rivian, however, has remained tight-lipped about this significant alteration and did not provide immediate comments when approached by Benzinga for clarification.

Transitioning to Key Cards and Mobile Apps

Prior to this change, Rivian typically provided key fobs along with key cards for new vehicle owners. A key card, resembling a credit card in size, leverages NFC technology for vehicle access. To lock or unlock the car doors and start driving, customers simply need to tap the card on the designated areas.

In addition to key cards, Rivian offers customers the convenience of using the Rivian App on their smartphones to control various aspects of their vehicles at their fingertips.

Strategic Implications: Rivian’s move echoes a similar decision made by Tesla in the past. Notably, Tesla cars do not come equipped with key fobs upon purchase. Instead, interested customers can procure the key fob for an additional $175 through Tesla’s online store.

As the automotive landscape continues to evolve, Rivian’s unconventional move signals a shift towards digital solutions and underscores the industry’s adaptability to changing consumer preferences.

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