Rivian is offering up to $13,500 in savings on its R1T and R1S models after reporting a 36% year-over-year decline in Q1 sales, delivering just 8,640 vehicles. The EV startup, under pressure to boost demand, launched several aggressive incentives throughout April, targeting both new customers and Tesla owners.
From April 1 to April 30, Rivian’s ‘Electric Refresh’ promotion gives buyers a $3,000 discount for trading in any BEV, hybrid, or gas-powered vehicle, regardless of brand. However, Canadian buyers will get an even better deal—the company is offering CA$4,300 off with qualifying trade-ins.
In a direct move to lure Tesla drivers, Rivian also offers an additional $3,000 incentive to current Tesla owners or lessees. The two offers are stackable, giving U.S. customers up to $6,000 off. Lease customers can also tack on a $7,500 EV lease credit, raising potential savings to $13,500.
While the incentives significantly lower Rivian’s entry price, affordability remains a barrier. The R1T Dual Standard starts at $69,900 and tops out at $99,900. The R1S SUV starts at $75,900 and climbs to $105,900. Rivian plans to broaden its appeal with upcoming quad-motor variants and the smaller R2 and R3 models, but has yet to announce prices for those trims.
Customers considering Rivian’s trade-in route should be aware that dealer offers may be lower than private-party resale value. However, trade-ins provide a quicker, lower-hassle path to new ownership.
Despite the rocky start to 2025, Rivian is betting that deep discounts and Tesla conquest incentives can recharge interest in its premium electric trucks and SUVs.
