For the next two years, Rivian will take the spotlight at South by Southwest (SXSW), signing a headline sponsorship deal with the iconic tech and culture festival held annually in Austin, Texas. As part of the partnership, the electric vehicle (EV) maker will deliver a variety of immersive experiences throughout the festival, blending sustainability with creativity.
At the center of Rivian’s presence is the Electric Roadhouse, a reimagined Texas roadhouse housed in Rivian’s South Congress flagship space.
Open daily throughout SXSW, it will feature everything from panel discussions and live concerts to drive-in movies and demo drives, creating a unique blend of classic Americana and Rivian’s vision for a sustainable future.
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Rivian will also play a major role at the Austin Convention Center (ACC) and beyond. Highlights include a keynote from Rivian Founder and CEO RJ Scaringe, hands-on interactions with the upcoming R2 model, and demo drives of the brand’s R1S and R1T vehicles. As the official sponsor of SXSW’s Transportation Track running March 11–13, Rivian will host additional activations alongside select partners throughout the festival.
“We’re excited to bring our brand to life at SXSW with the Electric Roadhouse, a space that merges classic Americana with a sustainable vision,” said Denise Cherry, Rivian’s Vice President of Marketing. “The creativity and adventurous spirit of SXSW align perfectly with our brand.”
Peter Lewis, SXSW’s Chief Partnerships Officer, added: “Rivian’s vision for a sustainable, electric future deeply resonates with the SXSW community, and we’re thrilled to welcome them as a festival partner.”
SXSW 2025 will run from March 7-15 in Austin, Texas. While Rivian’s activations, including the Electric Roadhouse, are open to the public, priority access will be given to SXSW badge holders. Demo drives will launch on Tuesday, March 11, offering attendees a chance to experience Rivian’s EV lineup firsthand.
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