• Volkswagen has turned to Tesla rival Rivian to fix its software woes.
• The companies sealed a $5 billion partnership in 2024, with Rivian providing tech for VW's new EV.
• A Rivian exec told BI the nearly 100-year-old German automaker had embraced Rivian's "startup DNA."

Rivian and Volkswagen's partnership has injected the nearly 100-year-old German automaker with a dose of "startup DNA", according to one of the Tesla rival's top executives.

The two companies struck a $5 billion deal last year to form a joint venture to develop next-generation EV technology, and Rivian's chief software officer told Business Insider that he was impressed by how willing the legacy carmaker had been to change its culture and embrace the startup's Silicon Valley vibes.

"One of the reasons we really leaned in heavily into the partnership was the willingness of the Volkswagen leadership to change culture within the group," said Wassym Bensaid, who also serves as co-CEO of the joint venture.

"They were willing to adopt a much more agile, iterative, innovative approach to the entire development lifecycle, and keep the startup DNA that Rivian brings," the executive added.

The partnership will see software and electrical architecture developed by Rivian appear in a range of Volkswagen vehicles, including a $22,500 electric car VW unveiled in March.

Like other legacy automakers, the historic German brand has struggled to develop vehicle software that can match the kind of high-tech features offered by Tesla and Chinese rivals like BYD.

Volkswagen's in-house software division, Cariad, has faced delays and high-profile glitches despite burning through billions of dollars.

The failure to develop advanced software has proved particularly damaging in China, where consumers have come to expect EVs packed with AI-powered features such as voice control, autonomous driving, and even in-car karaoke.

Volkswagen's sales collapsed nearly 10% in China in 2024 compared to the previous year.

Speaking on the sidelines of The Financial Times' Future of the Car conference, Bensaid said the challenges Volkswagen has faced were far from unique.

"The same problem that we need to solve for Volkswagen exists in pretty much every single traditional automaker," he said.

Bensaid added that building software-defined vehicles would require legacy carmakers to undergo "deep cultural change" and become flatter and less hierarchical, whilst also hiring "very different talent."

"You need very different engineers who know how to build things and not just engineers who manage third-party suppliers in a black-box way," he said.

Bensaid said many carmakers would likely find it easier to follow Volkswagen's lead and license software from tech-focused companies like Rivian, adding that he expects tech licensing to become a much bigger part of the EV startup's business in the next few years.

"Volkswagen as a company tried to basically make the pivot and get to a software-defined vehicle. And they ended up concluding that a partnership [with Rivian] could be a great way to achieve that," Bensaid said.

• Slate Auto says more than 100,000 people have reserved one of its low-frills electric trucks.
• The ultracustomizable EVs are expected to start at about $25,000, with deliveries in late 2026.
• By comparison, the Cybertruck launch in 2019 nabbed 250,000 reservations in less than a week.

It's looking like the utilitarian Slate EV pickup truck has struck a chord.

The Michigan-based Slate Auto, backed by Jeff Bezos, says more than 100,000 people have reserved one of its low-frills electric trucks in the three weeks since it was unveiled.

Those numbers aren't bad, especially for a fledgling company with little brand awareness.

By comparison, Tesla's blockbuster Cybertruck launch in 2019 nabbed 250,000 reservations in less than a week (five years later, about 50,000 have been delivered, a March 20 recall filing said), and Rivian's CEO said his company pulled in more than 68,000 reservations in the first 24 hours after announcing the new R2 last year.

Slate's ultracustomizable electric trucks are expected to start at $25,000 for models that eschew such niceties as power windows, a radio, and an entertainment system. If applicable, electric vehicle tax credits could bring the final cost to below $20,000. Deliveries are expected to begin in late 2026.

Slate's more traditional, minimalist truck design, specs, and low price have some calling it the "anti-Cybertruck," and other automakers are also betting that car buyers are looking for something more practical — and affordable — than Tesla's sci-fi-inspired pickup.

Look no further than the new (and rather awkwardly named) ID. Every1, a $22,500 hatchback from Rivian and Volkswagen that aims to prove EVs can be both cheap and high-tech. It's expected to go on sale in Europe by 2027. The company hasn't said whether a US launch is planned.

"We would like to enable choice for customers but without such severe compromise in terms of the overall experience," Rivian's chief software officer, Wassym Bensaid, told Business Insider.

Tesla, meanwhile, is working on "more affordable" models of its cars, which it recently said are on track to be announced in the first half of this year.

While Slate's 100,000 reservations indicate healthy interest in the lower-cost pickup, it's important to note that refundable reservations often don't translate one-to-one into sales, and final pricing for Slate's truck has yet to be announced.

But CEO Chris Barman said last month that there are a lot of people out there like her who are nostalgic for a simpler way to haul themselves and their stuff around.

"My first car was a 1984 Ford Ranger pickup, with a five-speed manual, manual windows, and no air conditioning," Barman said. "It was basic transportation, but I loved the freedom it gave me to go places and do things."

• Rivian is teaming up with VW to make the German brand's cheapest-ever EV: the $22,500 ID Every1.
• Its software boss told BI it's proof that cut-price electric cars don't need to be low-tech.
• The race to build lower-cost EVs is heating up, with Slate Auto recently launching a $25,000 truck.

Rivian and Volkswagen are teaming up to build more affordable electric vehicles, but that doesn't mean they're planning to skimp on high-tech features.

The Tesla rival is partnering with Volkswagen to develop a $22,500 electric car, and Wassym Bensaid, Rivian's chief software officer, said the coming EV wouldn't compromise on tech despite its low price point.

VW and Rivian announced a deal last year for the German car giant invest over $5 billion in the startup and form a joint company to develop next-generation software and EV technology, with Bensaid and VW exec Carsten Helbing as co-CEOs.

In March, VW unveiled the ID Every1, a compact electric hatchback set to be the first VW vehicle to include software developed in the joint venture.

The 13-foot-long four-seater is set to go on sale in Europe by 2027 for about 20,000 euros, roughly $22,500. VW has not said whether it has any plans to bring it to the US.

"It's something which is extremely close to my heart because it's a way to bring that technology into many more cars," Bensaid told Business Insider.

"Inexpensive cars shouldn't have low technology, and this is the beauty of the setup that we're enabling through the joint venture," said the Rivian executive, who spoke with BI on the sidelines of the Financial Times' Future of the Car conference.

Bensaid said the lower-cost hatchback would leverage Rivian's software architecture to cut costs.

Rather than individual computers controlling components like seats, lights, and doors, all of ID Every1's features are set to be handled by a central computer built on Rivian's technology, which Bensaid said would save VW money because it uses fewer parts and simplifies the design.

The ID Every1 will not be the first vehicle to use technology developed by the Rivian-VW joint venture — that's Rivian's R2, which is set to launch next year — but it's a huge step for both companies.

A lack of affordable EVs remains one of the main reasons customers are reluctant to go electric, and VW is betting that its cheapest-ever battery-powered offering will help fill that gap.

It's not the only one making that bet. The startup Slate Auto caused a stir last month when it unveiled a $25,000 pickup truck, which is set to go on sale in the US in 2026.

The Slate truck has bucked the trend of vehicles becoming more computerized and packed with smart technology.

The base model lacks power windows, a radio, and any kind of built-in infotainment system, with Slate's CEO telling BI that the company had focused on simplicity to keep the price as low as possible.

So far, consumers haven't seemed that bothered by the lack of bells and whistles, with the Jeff Bezos-backed startup receiving 100,000 refundable $50 reservations in just two weeks.

When asked about Slate's approach, Bensaid said Rivian welcomes more competition in the EV market but had made a "different choice" in how it approaches making electric cars more affordable.

"Inexpensive cars shouldn't be cars with limited features," he said, adding that Rivian believed it was possible to deliver a "rich user experience" at a low price point by making vehicle technology more efficient.

"That is our approach," Bensaid said. "We would like to enable choice for customers but without such severe compromise in terms of the overall experience."

• Rivian opened its first concept experience in Manhattan's Meatpacking District.
• The space had a relaxing, laid-back, and earthy atmosphere.
• I also tried an "adventure drive" to The Met Cloisters, which customers can now sign up for quarterly.

Rivian's first-ever concept experience takes its luxurious boho vibe to another level.

Located under the High Line, the store revolves around themes that roll out annually, with the current one being "Adventure Is In Us."

That theme is on display in the store's design and also embedded in new offerings like "adventure drives," which I got to try out for myself. The program allows customers to sign up quarterly for small group drives to local day trip spots like the Met Cloisters or Storm King Art Center. The space will also continue to offer standard demo drives.

Rivian's director of regional marketing, Sara Webster Wylie, told BI that the concept experience is designed to broaden the brand's reach. While Rivian scores highly in customer satisfaction among its current owners, it's still in the process of gaining wider recognition as an EV maker.

A Rivian spokesperson told BI that the Brooklyn space typically draws visitors who are already familiar with the brand. The new space, which launched in 2023 as a showroom and is centered in a tourist hub, has the potential to introduce more people to the brand.

Similar to its Brooklyn showroom, Rivian is also trying to embed the local community into its concept experience. The company said that the new space will also host events like community gatherings and panel conversations.

The space had a "soft" open on May 2, and it hosted a series of events the weekend after. I went to its first launch event on Friday, which included breakfast, a sustainable activity, and an adventure ride to The Met Cloisters.

Keep reading to see what it was like.

I arrived at Rivian's concept space on a gloomy Friday morning.

The concept space is located right around the High Line park on 461 W 14th Street. While the area is usually a hot spot for tourists, the vibes that day were dark and gloomy in the city.

Rivian's warm, laid-back atmosphere made the rainy day feel like part of the experience.

Rivian's floor-to-ceiling windows and warm design made the space feel like a green oasis on a rainy day.

The design felt like an amplified version of the Rivian showroom in Brooklyn.

Rivian's Brooklyn showroom had similar design aspects, like ambient lighting, wood accents, and greenery. However, the concept space felt like a more refined version. It was slightly less colorful and busy, leaning more into a luxurious and minimalist vibe.

The space itself was impressive.

The Brooklyn showroom had a more neighborhood, small-town feel, while this space felt a bit more expansive and showy.

I helped myself to an Apollo bagel and fruit.

Apollo Bagels is currently one of the hot bagel spots in New York City. It didn't disappoint.

Rivian also had coffee, orange juice, Boxed Water, and a small assortment of pastries that looked delicious.

There was also a coffee station.

The automaker offered hot tea, hot chocolate, lattes, cappuccinos, and cortados.

Rivian said that it expanded food and beverage service for visitors, including coffee from local purveyor Don Carvajal, and tea from Harney & Sons.

There were three Rivians stationed in the store.

Rivian had the storm blue R1S in the front of the space, the glacier white R1T in the middle, and the Rivian blue R1S in the back of the space.

The adventure theme was highlighted throughout the space.

There were camping stations and accessories strategically placed throughout the store.

My favorite part of the location was the sound immersion room.

Rivian had a sound immersion room with a video display on the wall that showed different city landscapes and other scenes.

Wylie said that the experience is designed to immerse visitors in a sensory experience. The website describes it as more of a "playground" than a "showroom." Visitors can drink coffee or tea, explore displays, step into a sound immersion room, and discover new experiences through the adventure ride.

"Ultimately, we want to inspire a sense of adventure in anyone who visits," Wylie said.

I stayed in the sound immersion room for about 10 minutes. It was very relaxing.

The pillows and seats were comfortable, and the room was dimly lit and cozy. As someone who pays for meditation classes in the city, it was nice to experience a similar experience at no cost.

The space had child-friendly activities, like Rivian's Brooklyn showroom.

Similar to Rivian's Brooklyn location, which had a lot of kid-friendly characteristics, the concept experience had kids' books and interactive activities, like listening to sounds and touching the material of the cars.

There was an emphasis on EV education, especially related to charging.

Rivian's Brooklyn showroom featured plenty of text and wall displays explaining EV ownership, but the concept space seemed to take the educational aspect a step further. It had simplified graphics to engage an audience that may be less familiar with EV ownership.

Rivian partnered with a plastic-recycling company, allowing visitors to make keychains out of recycled plastic.

Rivian stationed a waste design studio called Are You Mad at the space. The studio showed attendees how plastic is turned into other materials and had a table for making keychains.

I'm not particularly artistic, and my keychain did fall apart shortly after I finished (my fault), but I found the process surprisingly cathartic.

Rivian had a digital display showing the stories of owners.

The regional marketing director told me that Rivian added sensory elements to the space to connect visitors to the brand on a deeper level. That includes digital displays to listen to owner stories and sound experiences for kids to guess sounds around the city.

I listened to a local vegan restaurant owner share their Rivian experience.

I had actually heard about the restaurant, so it was cool to see the brand spotlight the owners. It felt like a genuine — and successful — effort to connect with the local community.

There were lots of interactive activities throughout the store.

This photo shows an interactive experience that allowed visitors to vote for their favorite color with cork balls. It was one of several creative interactive elements placed throughout the store.

You could map out what an upstate trip would look like.

The display allowed users to choose preselected choices, including Arcadia National Park, Montauk, the Outer Banks, or their own pick. I chose Mauntauk, and it showed me how long it would take from the Meatpacking District concept space and the charging hubs along the way.

I went on an adventure drive

I opted not to drive in the rain, so one of the employees took the wheel. It's not necessarily easy to go on a roughly hourlong drive with people you just met, but the employees were down-to-earth and easy to get along with.

It was my first time spending extended time in a car in months, and it felt like I was on a road trip.

Rivian's director of regional marketing told me its vehicles were designed to feel like you're in a living room — and that's what it felt like

Rivian's vehicles have a modern and comfortable feel, with functional features like floor storage and ample space between the seats and the cabin. They also have a minimalist aesthetic, and materials like vegan leather add to the soft and earthy vibe.

A tour guide took the launch event attendees on a private tour of the museum.

The tour lasted about 45 minutes.

It was a peaceful break from the city.

The Met Cloisters were a nice break from the city, and the ability to go with a car made the experience feel easy and comfortable instead of stressful with planning.

I decided to try the backseat on the way back to the concept store. It was comfortable and spacious, but I felt a bit car sick.

I get carsick from time to time, and I did feel a bit nauseous on the way back.

I loved that Rivian made the city a focal part of the experience, but also made it feel like an escape.

While living and touring New York City can be exciting, it can also feel overstimulating. I admired Rivian's ability to curate a space that highlighted aspects of city living and connected with the local community and lifestyle while also offering a break from some of the parts of it that can feel overwhelming.

I thought the "adventure drives" offering was also a clever move. While standard demo drives can be cool to experience, most people aren't likely to sign up for one unless they're actively shopping for a car, especially if the brand isn't widely popular.

I also thought it was a smart way to show a wider aspect of ownership. By offering an opportunity to explore outside the streets of New York, customers may be more incentivized to experience the brand for a longer duration and get a real taste of ownership.

Many people, like myself, enjoy a break from the city from time to time. Taking an SUV to a more secluded area definitely captured that sense of escape — and the rain added to the feeling of adventure.

• I visited a Rivian and Tesla showroom in New York City, and the vibes felt completely different.
• Rivian seemed likely to appeal to environmentally friendly, family-oriented, and outdoorsy buyers.
• Tesla had a museum-like feel and seemed to target tech-forward consumers with a futuristic vision.

Rivian and Tesla are two of the most popular EV makers in the US, but after visiting their New York City showrooms, it became clear to me that the brands are taking very different approaches to their in-store experience.

After seeing a recent TikTok trend about Tesla owners ditching their cars for Rivians amid political backlash toward Elon Musk, I expected to observe more interchangeable aspects between the two brands. After visiting their showrooms, though, it feels like their brand identities have little in common aside from selling EVs.

Neither showroom offered a traditional car dealership experience. The sales staff took a low-pressure approach, and the spaces seemed to be designed to immerse customers in the brand experience rather than being geared exclusively around closing deals.

Rivian's space seemed to target environmentally friendly and outdoorsy family buyers, with employees highlighting products like camping tools, flashlights, and speakers. The space also seemed to be actively embedded in the community through partnerships with local organizations and artisan shops.

Meanwhile, Tesla's showroom, located in Manhattan's upscale Meatpacking District, sold a vision of what the future could look like with displays of its Full Self-Driving tech and humanoid robots. The space had more of a sci-fi museum feel and encouraged customers to experience the company's innovations firsthand.

Both brands have famously loyal fan bases, sell top-of-the-line EVs, and are making moves to launch more affordable models. Rivian and Tesla have some of the highest customer satisfaction ratings, according to Consumer Reports' 2025 Automotive Report Card, despite the vehicle brands being rated as among the least reliable.

Scroll on to see photos from my showroom visits that highlight how differently the two brands approach connecting with potential customers.

I started with a visit to Rivian's Brooklyn showroom on a Wednesday afternoon.

Rivian is renovating its Meatpacking District space, so I toured the showroom on 366 Wythe Ave in Brooklyn. It's an open space with a garage door entrance and front door.

It had two EVs featured in the store.

Rivian had a Tri-Motor R1S SUV and a Tri-Motor R1T truck at its Brooklyn store.

Rivian had Boxed Water in a basket at the door.

It's an eco-friendly choice — but also an expensive one.

It kind of felt like the EV version of a Patagonia store — the vibes were upscale and granola.

The employees were friendly and laid-back. The showroom didn't have a traditional office space for employees, just casual seating and some longer desks.

The decor was colorful, outdoorsy, and relaxed.

There were white shade lamps hanging down from the ceiling, large leafy plants placed throughout the store, and lots of funky patterns, like stripes and checkers in different colors.

A Rivian spokesperson told me visitors often choose to hang out a while, and I could see why.

There seemed to be no shortage of lounge seating.

The massive L couch in the middle of the store was a highlight.

Next to it was a neon green circle cushion and two padded chairs with wooden side tables. The area was large and included orange, red, blue, and green accents.

A Rivian spokesperson told me that the store is designed for families.

A station with blocks and toys was on the table in front of the couch. The store also showed off accessories like a camping bag tucked in the car.

The posters were informative and accessible. They explained what EV ownership is like and what the brand offers.

The spokesperson said that people generally come in wanting to buy a Rivian or to learn more about EVs. They often have questions about charging, she said.

She also told me that the location hosts events and programs to welcome owners and locals into the space.

A Rivian spokesperson said that the company makes an effort to be a part of the local community. In March, it hosted an event with Roseate and the Billion Oyster Project that included a panel conversation, networking, and test drives of its vehicles.

This Sunday, it's hosting a Mother's Day flower crown-making event. A Rosie Day, a local children's programmer, is coming to the space to teach attendees how to create flower crowns, the spokesperson said.

The store had a merchandise section with locally sourced reusable bags

Rivian featured a table with ANYBAG bags. According to its website, the brand repurposes single-use plastic bags and handcrafts them in Manhattan by New Yorkers.

A Rivian employee took me on a test drive.

I had the option of driving or being driven. I chose to be driven. The experience was very tech-forward and smooth. The digital screen has a cartoon-like representation of the vehicle.

I didn't see too many customers during my visit.

I spent about an hour at the store, and there weren't too many visitors. The spokesperson told me that the store gets most of its traffic on the weekends, but there are still walk-ins and demo drive sign-ups during the week.

I went to Tesla's showroom in the Meatpacking District the next day.

The showroom was located at 860 Washington Street in the heart of the Meatpacking District.

The first thing I noticed was a cleaning staff dusting off surfaces and cleaning the space.

When I arrived, an employee was cleaning the windows at the entrance. Throughout my time at the showroom, the cleaning staff was dusting off counters and walls.

There was a steady flow of visitors from the moment I arrived until I left.

On a Thursday afternoon, Tesla had a handful of visitors come in and out of the showroom.

A sales employee at the store told me that on the weekends, they do about 200 test rides in a day, and most of them are with the Cybertruck.

The store's design was tech-forward, sleek, and futuristic.

The store mostly featured a monochromatic palette of Black, white, silver, and gray. There was an occasional tint of red or blue from the posters on the wall, the Tesla logo in the entrance, or the car lights.

There were seating options, but it didn't have the same relaxed hangout vibe as Rivian.

There were some seating options at Tesla's showroom, but the layout mainly provided standing space.

The space was child-friendly but didn't appear to be designed specifically for families.

There doesn't seem to be a shortage of children excited about the Cybertruck. However, the space didn't feel as set up to cater to families with children in the way Rivian seemed to be.

Tesla had some interactive elements in the space.

Similar to Rivian, Tesla displayed an EV charger on the wall.

The wall posters were more show than tell.

The Tesla wall art was more minimalistic than Rivian, and seemed to be more aesthetically driven than educational.

Instead of including explanatory graphics and text about EV charging, Tesla had photos of its core products and light descriptions with more of an advertisement feel.

The Cybertruck was a focal point.

Despite recent backlash surrounding the Cybertruck, it seemed to be the showroom's main attraction and was located at the front of the entrance. Many of the visitors who came to the showroom seemed to be there for the Cybertruck.

The space also showed off Tesla's tech.

Tesla had key pieces of its autonomous driving tech on display. The Full Self-Driving computer and Autopilot Cameras were featured in a clear glass box next to the window, making it feel like a museum.

Tesla's Optimus humanoid robot was on display.

Tesla also had a humanoid robot facing the window in the center of the space. The company isn't selling the robots, which are still in development.

The staff seemed used to tourists popping in and taking photos.

While the employees were friendly, they gave me space to walk around on my own and didn't ask me any questions about my plans for purchasing a vehicle.

I was offered an espresso while I waited for my test ride.

I declined a beverage, but it made the experience feel more luxurious.

I rode in a Cybertruck. The test drive felt more like a tech demo, while Rivian was more focused on providing information.

The sales employee showed me how the digital screen worked and then took me on the drive. He started the drive off by showing off Tesla's Full Self-Driving technology, which costs extra and is currently in beta. The car drove to the Shake Shack a few minutes away.

Then, the employee showed me how fast the Cybertruck could accelerate. Depending on the model, Tesla says it can accelerate from 0 to 60 miles per hour in 2.6 to 6.2 seconds. However, because of the area we were in, we couldn't accelerate at the maximum rate.

Still, it was the fastest I've ever accelerated in a vehicle.

Tesla also had a merch section, but it was centered on its most popular products and less wilderness-focused.

While Rivian sold outdoorsy clothing and reusable bags from local vendors, Tesla's merchandise section was about the Tesla brand. It featured hats with logos, key cards and fobs, and collectible mini items like the Cybertruck.

I was surprised at how normal — and popular — this showroom seemed, given the recent rise in anti-Tesla sentiment.

One of the employees told me that foot traffic to the store hadn't really changed. I asked the employee about one of the recent protests at the store on Earth Day, and he said a very small number of people showed up. He said protesters usually take their pictures and leave, and it's not as crazy as it might seem online.

To sum it up: I enjoyed both experiences.

Looking back at both of my experiences, Rivian seemed to target a more down-to-earth, environmentally friendly crowd. The brand emphasized outdoor adventures and informed customers about EV ownership.

Tesla, on the other hand, came across as a brand that didn't need much introduction or explaining. Its showroom felt more like a space for people who know the name and wanted to experience the tech in person, perhaps to get a closer look at the Cybertruck's angular design. While I don't feel like I need all the cutting-edge tech that Tesla offers — and I'm not in the market for a new car — it was cool to see in person and try out.

I liked the design elements of both showrooms. Rivian's boho vibe was relaxing, while Tesla's product lineup was impressive.

I didn't walk away with a favorite, but I can see how EV shoppers might identify with one brand more than the other. After all, they're each taking very different approaches.

• A TikTok trend shows users trading in Teslas to a popular Taylor Swift song.
• The videos show people driving down their driveways in a Tesla and then returning in a different EV.
• The trend comes amid the largest day of "Tesla Takedown" protests on Saturday.

Trading in a Tesla? There's a new TikTok trend for that.

People are posting before-and-after videos of their Tesla trade-ins accompanied by the hashtag "ByeTesla" and Taylor Swift's 2017 hit, "Look What You Made Me Do."

As with most viral TikTok trends, the posts mostly follow a similar format. They show a driver backing out of their garage or driveway in their Tesla as the lyrics play: "I'm sorry, the old Taylor can't come to the phone right now. Why? Oh, 'cause she's dead."

Then, the video cuts to the driver pulling up in a new, non-Tesla car to the song's chorus of "Look what you made me do."

Rivian seems to be a popular choice among some of the EV switchers. Several of the videos show Tesla owners opting for a vehicle from the California-based EV maker, such as the Rivian R1S, which starts at around $75,900.

Other videos show owners swapping in their Teslas for other EVs, like a Porsche Macan Electric or a Lexus.

"The Tesla sales managers seem so defeated," one of the users who posted a video wrote in the caption about the reaction of Tesla sales staffers hearing about why the owners decided to sell their vehicle and cancel their Model Y order. Their video featured a digitally imposed "F—k Elon" message over their license plate.

Another user posted a video trading in their Cybertruck for a GMC Hummer EV SUV, which starts at about $98,845, compared to the Cybertruck, which starts at about $99,990. The user wrote in the caption "Change is GOOD-when your principles/morals are important."

The trend seems to have ramped up a few days ago, with many of the #ByeTesla TikToks posted on Sunday and Monday. The posts followed the biggest day yet of organized anti-Tesla protests on Saturday when more than 200 demonstrations were scheduled to take place outside Tesla showrooms.

The gatherings on Saturday were part of "Tesla Takedown," which describes itself as a "peaceful protest movement" that began in February amid Elon Musk's DOGE involvement. The movement has held protests all over the country, as well as in some locations globally.

The "ByeTesla" TikTok trend, however, is further evidence that some Tesla owners are making the decision to sell their vehicles.

Some owners have told BI they sold their Teslas recently following Musk's political involvement with DOGE, with some saying they were concerned about becoming targets of harassment or vandalism, and others sharing with BI that they felt embarrassed to be seen driving them.

Data also suggests that calls to boycott the brand and offload vehicles are impacting Tesla's sales numbers.

Tesla delivery numbers reported by multiple countries have been down in recent months across multiple countries. Wall Street analysts are also expecting weak first-quarter delivery numbers when Tesla reports its official tally later this week.

Used Tesla listings have risen by 33% this year, according to data from Cox Automotive, with one industry expert attributing the trend in part to Musk's influence on the brand name and sales. However, listings for other EVs have also increased by 27% year-to-date and some have also suggested that the increase in Tesla's used EV market is partly a result of its aging lineup.

While some are selling their Teslas, others are holding on to their shares and vehicles — and buying more in light of backlash against Tesla. One owner recently told BI that after experiencing harassment and vandalism while driving his Cybertruck in a Mardi Gras parade, he decided to buy an additional 185 Tesla shares.

Do you work at a Tesla showroom? Contact the reporter via a non-work email at [email protected] or on Signal at aalt.19.

There's a new "exciting, small EV" on the way, to be launched early next year by Also, a spinoff of the electric vehicle maker Rivian. Details are light on exactly what that product will be, but don't go expecting a $20,000 electric hatchback or the like—think more like an e-bike. Also will be into micromobility, not competing with Mini or Smart.

Also started out as an internal project to see if Rivian could use its knowledge of electric powertrains, vehicle electronics, and software to build other "small vehicle form factors." In fact, in 2023, news broke of a Rivian e-bike in the works at Rivian, although it was unclear if it would be something with pedals or more like an electric motorcycle.

Things are still rather vague. Also's announcement says its "flagship product" will launch in early 2026 and that the company will focus on the US and Europe at first. It will build "an exciting range of electric vehicles that are efficient, sustainable, and delightful to use," using in-house technology.

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• VW unveiled a $21,500 EV on Wednesday, but don't expect it to come to the US anytime soon.
• The compact ID.EVERY1 will be the first car to incorporate software from EV startup Rivian.
• The two companies struck a $5 billion partnership last year, and both face their own looming challenges.

Volkswagen and Rivian are teaming up on an ultra-cheap EV, and once again, Americans can only stare across the Atlantic in envy.

After several months of teasing, Volkswagen unveiled the ID.EVERY1 on Wednesday, with a version of the compact electric car set to go on sale for 20,000 euros ($21,500) in Europe by 2027.

The 13-foot long, four-seater EV packs a lot into a small package, including 155 miles of range and a customizable dashboard — but the most interesting thing about it is what's going on behind the scenes.

The production version of the ID.EVERY1 will be the first vehicle to include software developed with EV startup Rivian, a Volkswagen spokesperson confirmed to Business Insider.

The two companies announced a deal last year that would see the German car giant invest over $5 billion in Rivian and form a joint venture to develop next-generation software and EV technology.

That deal has quickly become a vital part of Volkswagen's strategy to turn its crisis-stricken car business around.

The nearly century-old automaker has seen sales collapse in Europe and China, its two most important markets, thanks to weaker-than-expected demand for EVs in the former and brutal competition from local rivals in the latter.

VW also weathered a bruising fight with worker's unions over restructuring plans last year and has vowed to cut 35,000 jobs by 2030.

The company now faces the prospect of its Chinese competitors selling their affordable EVs in its backyard, with the likes of BYD and Xpeng eyeing ambitious expansion plans in Europe.

Just as VW faces many of the same problems as other legacy automakers, Rivian's challenges have the same flavor as those of other fledgling EV firms.

The startup, known for its sporty electric trucks and SUVs, plans to release cheaper EVs in the coming years but is still losing nearly $40,000 on every vehicle it sells.

Rivian also faces the looming disruption of Trump ending federal support for EVs, and is battling a slowdown in electric vehicle sales growth which has seen several electric vehicle startups that went public around the same time file for bankruptcy in recent months.

The deal with VW gives Rivian a crucial financial lifeline as it scales up production.

For VW, it allows the German automaker to incorporate Rivian's electric vehicle and software know-how into its lineup of affordable EVs, starting with the ID.EVERY1, which will compete against the coming wave of affordable Chinese EVs packed with advanced technology in Europe.

Other European automakers such as Renault and Stellantis are also rolling out their own affordable electric vehicles — but there is no sign of the wave of cheap EVs reaching the US just yet.

While a production version of the ID.EVERY1 is set to launch in Europe in 2027, VW did not provide any details about a US launch.

That means the ID.EVERY1 is likely to join the growing number of affordable EVs that are available in Europe but not the US. With the prospect of tariffs on European cars and the end of government subsidies for EVs being floated by the Trump administration, that is unlikely to change anytime soon.

Volkswagen’s ultra-cheap EV called the ID EVERY1 — a small four-door hatchback revealed Wednesday — will be the first to roll out with software and architecture from Rivian, according to a source familiar with the new model. The EV is expected to go into production in 2027 with a starting price of 20,000 euros ($21,500). […]

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• Rivian CEO RJ Scaringe addressed weak guidance for 2025, citing uncertainty.
• Scaringe said tariffs and EV credit removal could impact pricing and the shift to electrification.
• President Donald Trump has threatened tariffs on Canada and Mexico.

Despite beating expectations with its fourth-quarter earnings release on Thursday, Rivian offered weak guidance for 2025 — and that's because of looming tariffs on automakers and eliminating EV credits.

"There's certainly a lot of uncertainty," Rivian CEO RJ Scaringe said in a CNBC interview published Thursday.

Scaringe said the company's 2025 outlook provides a "comprehensive view" of what could happen regarding tariffs and consumer incentives for purchasing EVs. He said tariffs and the removal of consumer incentives like the tax credit for new EVs "both ultimately have very similar effects."

The EV company released its fourth-quarter earnings report on Thursday, doubling Wall Street's expectations for gross profit with a reported $170 million. It also outperformed forecasts in earnings per share and revenue.

However, its 2025 guidance fell short with projections of vehicle deliveries between 46,000 and 51,000. The high end of that estimate falls below Rivian's 2024 total deliveries of 52,000 EVs, and the midpoint of the range also misses Wall Street's estimate of about 55,000 vehicles.

In a previous interview with Business Insider, Scaringe shrugged off President Donald Trump's planned rollback of EV incentives, including the $7,500 tax incentive for EV purchases. He said although the EV industry faced a "high degree of uncertainty" in the next few years, Trump's plans to eliminate parts of the Biden administration's Inflation Reduction Act were "less impactful than people believe."

"I don't think removing a $7,500 credit is going to change the end state," he told BI. "The end state's still clear. It's still going to be electric."

Scaringe reaffirmed in the Thursday interview that his view that "the entirety of the automotive world is going to convert to electric" hasn't changed. The rate of that is still a question mark, though, and depends on how quickly the industry can create options for consumers.

Tariffs might not help either.

Trump shared plans on Tuesday to impose auto tariffs of around 25%. He's also threatened tariffs on imported goods from Canada and Mexico, which some analysts said could add an average of $2,700 to new car prices in the US.

While Rivian assembles its vehicles in the US, Scaringe said a number of tier 2 and tier 3 suppliers exist outside the country, and higher costs due to tariffs will "translate into pricing." Removing tax credits, which help make vehicles more affordable, would have a similar effect on pricing, Scaringe said.

"In both cases, they ultimately are going to impact a man and they ultimately are going to impact the rate at which consumers, you know, shift towards electrification," Scaringe said.

Scaringe said that the company is focusing on factors in its control, like cost efficiency, software improvements, and production of R2, which is set to launch in the first half of next year.

"We're certainly building, you know, building the resilience to respond to whatever ultimately happens in terms of trade policy and consumer credits," Scaringe said in the interview.

Rivian did not immediately respond to a request for comment from Business Insider.

Rivian said Thursday it plans to launch a hands-off version of its driver assistance system for highway driving “in a few weeks,” and an “eyes-off” version in 2026. The hands-off system will let Rivian compete with companies like Ford and General Motors, which have both launched similar systems in the past few years. (Ford has […]

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