Last week, Rivian announced a price increase for its pure electric pickup truck, the R1T, in which the price of the four-motor model increased by $12,000 (76,000 yuan). For such a large price increase, many users said that it was unacceptable. What is even more difficult for users to accept is that users who previously ordered vehicles at the original price also need to increase the price to purchase vehicles. It can be said that this marketing model is indecent.
Just after Rivian announced the price increase, it was wildly resisted by car booking users, many users directly chose to return orders, and many users vented their dissatisfaction through various ways. Under pressure from all walks of life, Rivian can only choose to make concessions, they decided that users who placed orders before March 1 can still buy vehicles at the original price, and those who ordered before March 1 and recently unsubscribed, they can also resume orders and buy at the original price.
However, if you are a new user, you can only order a vehicle according to the standard after the price increase. During the price adjustment week, the entry-level Rivian R1T started at $67,500 (426,000 yuan) and the high-end model started at $79,500 (502,000 yuan). It can be seen that the impact of the epidemic and the lack of core on the electric vehicle industry is quite huge, and after a significant increase in price, will Rivian become the exclusive of local tycoons?