What's the difference?
Tesla started from nothing to become one of the most recognisable brands across the automotive industry in less than two decades. Rivian is hoping to do the same.
If you haven't heard of Rivian that's okay, it's currently only available in the US market. It shares a lot in common with Tesla, though - a charismatic founder and CEO, a focus on electric vehicles and plenty of hype around the brand.
To find out if the hype is justified, CarsGuide.com.au was able to organise an exclusive preview drive of the brand's R1T electric pick-up in Los Angeles recently. The R1T is one of two models Rivian has entered the market with, the other is the R1S large SUV.
This is a far cry from company founder RJ Scaringe's original vision, the R1 - a mid-engined hybrid coupe sports car. Instead, Scaringe switched focus to the pick-up and SUV markets, which provided a much larger audience and helped attract investment from the Ford Motor Company and Amazon to get the company up and running on an industrial scale.
Rivian is still a few years from making it to Australia, but make no mistake, the company has been committed to global expansion for years. As far back as April 2019 a company representative told CarsGuide it believes there's a good opportunity for the R1T and R1S to find an audience in Australia.
So, with that in mind, we drove the R1T to find out if it has what it takes to make its mark with Australian ute buyers.
Traditionally, offering a smaller engine in a particular make or model has been a manufacturer’s way of stripping a few dollars out of the price-tag. In the case of the ute market, that’s more often than not an attempt to rope price-sensitive fleet customers into the family. Not to mention responding to the cut-throat pricing of some of the Chinese newcomers.
A handful of years ago, we saw Mazda do just that with a 1.9-litre turbo-diesel variant for its BT-50 range to give us the XS, entry-level trim specification. But it seems Mazda has had a bit of a rethink about that strategy (in line with Isuzu’s plans, given the BT-50 and D-Max share their major structures and drivelines) and has now upgraded the small-engine variant of the BT-50 with a new engine and the return of the 4X4 option (which was dropped after about 12 months in the previous XS model due to lack of demand).
But perhaps most importantly, the engine in this base-spec BT-50 has now grown from the original 1.9 litres to 2.2 litres. As a result, there’s more torque, more power and an extra couple of gears in the transmission. And with the option of four-wheel drive again, the new XS BT-50 might just get a look in where the previous XS didn’t.
In the end, of course, the XS closes the gap to the other BT-50s in the line-up, perhaps muddying further the question of whether you need to stump up for the full 3.0 litres in the other BT-50s, or take an enough-is-enough stance and save some coin.
Having finally experienced the Rivian R1T from the driver's seat I think this is a ute that would have plenty of appeal in the Australian market. Not as a competitor to a Toyota HiLux Workmate or similar working-class ute, but as an alternative to the likes of the HiLux Rogue, Ford Ranger Raptor or even the new Ranger Platinum.
This is a high-end, luxury ute that also happens to be electric, which only expands its appeal. It has seriously impressive performance and, while we didn't get to test them first-hand, strong off-road credentials. Add to that a premium look and feel to the cabin and loads of practicality and it's easy to see this finding an audience here.
The biggest question will be cost, because even at a direct price conversion (which isn't a clear reflection of shipping and local tariffs) the R1T will start well over $100,000. Even by today's standards of six-figure US utes like the Chevrolet Silverado 1500 and incoming Ford F-150, that will be a hard sell and could restrict its chances.
Which would be a shame because while Tesla has a clear head start in Australia, it's possible for Rivian to follow in its wheel tracks and have plenty of mainstream success.
Note: CarsGuide attended this event as a guest of the manufacturer, with travel, accommodation and meals provided.
Key to the success of the BT-50 XS will be acceptance by fleet buyers. The vehicle, however, seems to be pretty well considered as far as that goes, although as with any stripped-down model, there are features that will be missed. Things like the manual air-conditioning probably won’t make much difference, but the lack of a tyre pressure monitoring system is a bigger issue for a working vehicle. Performance from the smaller engine is still well within acceptable parameters, but we reckon any buyer considering using much of the 3500kg touring capacity would be better off with the 3.0-litre engine offered in the rest of the BT-50 range.
The Mazda is not the best riding of its ilk, and there are competitors with bigger cabins, although, notably, at this point on the pricing ladder, these are often from China rather than Thailand where the Mazda is built. Ultimately it will come down to whether the smaller engine and reduced performance is an issue and also whether the money saved over the bigger-engined BT-50 is enough to justify that and the loss of some creature comforts. But since fleet managers are notoriously hard-nosed about this stuff, there’s a good chance to BT-50 XS will find a market.
Note: CarsGuide attended this event as a guest of the manufacturer, with meals provided.