Rivian just took a hard hit in Q1 with a 36% drop in vehicle deliveries. But instead of slowing down, they’re coming out swinging—with discounts stacked so high they’re impossible to ignore. The target? Tesla owners. The game plan? Make it financially irresistible to jump ship. From lease credits to loyalty offers, Rivian’s pulling every lever it can to keep its delivery goals on track and stay in the EV race. Here’s a breakdown of how they’re doing it.
Stacking Discounts to Attract Tesla Owners
Rivian isn’t just tossing out coupons—it’s going all in. Tesla owners can now get $3,000 off just for showing up, and there’s another $3,000 up for grabs if you trade in any car, electric or not. That’s $6,000 in instant savings, without even getting into federal or state incentives.
If you’re leasing, the offer climbs even higher. Rivian is stacking a $7,500 EV lease credit on top, bringing total savings to a possible $13,500. That’s not a subtle hint—it’s a direct shot at Tesla’s customer base. (Source: Carscoops)
Addressing the Q1 Sales Decline
Rivian delivered just 8,640 vehicles in Q1 2025—a sharp 36% drop year-over-year. That kind of dip doesn’t go unnoticed, especially when investors are watching delivery numbers like a scoreboard. Seasonal demand played a role, but so did California wildfires, which hit one of Rivian’s strongest markets hard.
Still, the company isn’t walking back its goal of hitting 46,000 to 51,000 deliveries this year. These new discounts aren’t just about pulling ahead—they’re about surviving the slump and keeping the long-term vision intact. (Source: InsideEVs)
Competitive Pricing Amid Market Challenges
With price tags starting at $69,900 for the R1T Dual Standard and $75,900 for the R1S, Rivian’s lineup wasn’t built to win the bargain shopper. But with these new discounts, suddenly those price points look a lot more competitive—especially when you compare them to Tesla’s fluctuating pricing.
One catch: these deals are mostly tied to existing inventory. So if you’re planning a custom build, you might miss out. But for buyers looking to get behind the wheel fast, Rivian’s offering a strong reason to make the switch now. (Source: InsideEVs)
Navigating Market Dynamics
The EV landscape is getting crowded, and loyalty doesn’t run as deep as it used to. Rivian knows it. These discounts aren’t just about this quarter’s numbers—they’re about turning Tesla drivers into long-term converts by making the first move worth it.
Between rising competition and tighter wallets, Rivian’s discount strategy is a calculated move to claim space in a maturing market. It’s less about flash and more about pressure: meet buyers where they’re at, and make it harder for them to say no.