Rivian Beats Tesla, BMW In Customer Satisfaction: Elon Musk’s EV Giant Slips To 5th Position
In a surprising twist in the electric vehicle (EV) market, California-based startup Rivian Automotive (NASDAQ: RIVN) has outpaced industry giants such as BMW and Porsche in consumer satisfaction, according to a recent survey by Consumer Reports.
The survey showed Rivian topping the charts for owner satisfaction, with an impressive 86% of Rivian owners willing to purchase from the brand again. This achievement marks a significant milestone for Rivian, dethroning the previous leader, Tesla (NASDAQ: TSLA), which now finds itself in the 5th position with a 74% loyalty rate amongst its owners.
Rivian’s success was not limited to general satisfaction alone; the brand also received high marks in driving dynamics, vehicle comfort, cabin storage, and ownership costs. This broad spectrum of praise underscores Rivian’s commitment to quality and customer experience.
Other brands that made it to the top five for customer satisfaction include Mini, BMW, and Porsche, with Mini making a remarkable jump of 11 spots to secure the second position.
Conversely, the survey highlighted lower satisfaction rates for brands like Infiniti, Volkswagen, Nissan, Jeep, and Audi.
Rivian’s CEO, RJ Scaringe, acknowledged the positive feedback with a brief but celebratory response, “Great work team!!”.
The report holds significant implications for Rivian, which continues to expand its lineup with the R1T truck and the R1S SUV, both commanding prices over $70,000. The company is also gearing up for the launch of its more affordable R2 platform, expected to hit the production line in 2026 with unveils planned for early 2024.
“There’s an extreme vacuum of choice we feel in the sort of $45,000 to $50,000 price range for midsize SUVs,” said Scaringe, pointing out the gap Rivian aims to fill amid a market dominated by Tesla’s more competitively priced Model 3 and Model Y.
This shift in consumer preferences underscores the evolving dynamics of the EV market and highlights the importance of customer satisfaction in retaining a competitive edge.
