Learn How Rivian Customers Felt Disappointment and Acceptance with the Delay in Delivery Dates
The Rivian R1T Launch Edition is a highly anticipated electric vehicle that has been in the preorder stage since May 2019. After years of waiting, some customers were informed their delivery date had been pushed back to October/December 2022 due to delays in manufacturing and supply chain issues. This news was met with understandable disappointment from those who had waited patiently for their vehicles.
The Kubler-Ross Grief Model can be applied to this situation as customers experienced denial, anger, bargaining, depression, and acceptance when they received the news about the delay. Customers expressed frustration at what they perceived to be disingenuous communication from Rivian after the initial price increase email sent out on March 1st, 2022. Some customers also questioned the timing of the IPO offer and preholder offers in November 2021.
Customers were offered alternative configurations if they wanted their vehicles sooner than later. One customer opted for a black interior instead of Ocean Coast which was initially chosen, but then found out Ocean Coast was delayed for reasons other than upholstery color. It is speculated that product testing revealed that white interiors may not fare well with heavy use by families with kids and pets.
Today marks the day of delivery for one customer who finally gets his $80k+ luxury vehicle after 3.6 years of waiting. Despite all the difficulties encountered along the way, he still considers Rivian a joke of a company deserving ridicule from him and his friends because he had to wait longer than expected.
It is easy to understand why customers are disappointed with the delays in production and delivery dates for their electric vehicles. However, it is important to remember that investing in a start-up 2 years before production has even started comes with its own risks and challenges. As such, it is understandable that there will be setbacks along the way - something that every customer should take into consideration before placing an order.
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What is the Kubler-Ross Grief Model?
The Kubler-Ross Grief Model states that those experiencing grief go through a series of five emotions: denial, anger, bargaining, depression, and acceptance.
What happened with the 3/1/22 email with price increases from "Team Rivian"?
There was intense public backlash after the 3/1/22 email with price increases from "Team Rivian", followed by an apology email from RJ 48 hours later.
What is the current snaffu regarding Ocean Coast interior?
It is speculated that Ocean Coast interior did not fare as well as expected in product testing, leading to concern about complaints. It is possible that white may not stay "as white" as hoped for inside an Adventure Vehicle.
Did OP's guide offer an alternative configuration if he wanted it sooner?
Yes, OP's guide offered an alternative configuration with a black interior, indicating he'd be able to take delivery of that combination the following week, rather than waiting until the end of the month.
What happened when OP finally got his vehicle?
OP finally got his $80k+ luxury vehicle and was able to spread negativity throughout his circles as some sort of retribution for his decision to invest in a start-up 2 years before production has even started and deliveries hadn’t even been contemplated when things don’t happen the way he wants.