Name: 揭密！沒人注意的 Rivian 策略大公開！ (The Strategy Behind Rivian Nobody Noticed)
Uploaded: 2026-03-09T21:37:01.000Z
Duration: 5 min 17 s

程度副詞

Rivian just made two announcements that look completely unrelated.

Rivian 剛剛做了兩個看起來完全不相關的宣佈。

A partnership with Mark Rober and the launch of a new performance division called rad.

和 Mark Rober 合作，以及推出一個叫做 rad 的新性能部門。

情態副詞

But when you take a closer look, these might actually be the first signs of Rivian strategy for dominating the next generation of electric vehicles.

但仔細一看，這可能正是 Rivian 稱霸下一代 EV 的策略的初步跡象。

Especially when you remember what Rivian is preparing for next the R2.

尤其當你想到 Rivian 下一步在準備什麼，R2。

And if you know YouTube, you know that's not a small partnership at all, because Mark Rober isn't just a science creator.

如果你認識 YouTube，就知道這絕對不是一個小合作，因為 Mark Rober 不只是個科學創作者。

He's one of the biggest creators on the platform, with most of his videos landing somewhere around 25 to 30 million views.

他是這個平臺上最大的創作者之一，他的影片觀看次數大多落在 2500 到 3000 萬之間。

But the interesting part isn't the views, it's who's watching.

但有趣的地方不是觀看次數，而是誰在看。

Most of those viewers aren't shopping for trucks.

大部分觀眾都不是在尋找卡車。

They're learning how things work, building things, and thinking about engineering.

他們在學習事物如何運作、動手做東西，並思考工程。

That's where Rivine's partnership starts to look much more intentional.

這就是 Rivian 的合作開始變得更有意義的地方。

Because when someone discovers a brand at the age of 12 years old, you're not really influencing a purchase decision for a vehicle.

因為當一個人 12 歲時就認識一個品牌，你其實不是在影響購買汽車的決定。

你是在塑造他們看待世界的方式。

Kids talk to their parents, parents look things up, and then suddenly, Rivian isn't just an EV company.

小朋友會跟父母哈拉，父母會上網查資料，然後突然間，Rivian 不再只是一家 EV 公司。

It becomes the brand associated with engineering, with building and curiosity.

它變成一個與工程、與建造和好奇心相關的品牌。

That matters for the next generation of vehicles, because the people watching content today are the same people who will grow up designing the technology of the tomorrow.

這對下一代的車輛很重要，因為今天看內容的人，就是未來成長後會設計明日科技的人。

Electric vehicles aren't the experiment anymore.

So aligning with engineering education right now means aligning with the people who will build what comes next.

所以現在與工程教育結合，就是與那些將會建造未來的人們結合。

Now, Rivian is clearly playing the long game here, but

that strategy becomes even clearer when you look at the second move Rivian made this week.

而當你看到 Rivian 這週採取的第二步行動時，這個策略就更清楚了。

At the exact same time Rivian partnered with Mark Rober, they launched something aimed at the opposite audience, rad, or the Rivian Adventure Department, a high performance division focused on pushing Rivian vehicles to their absolute limits.

在 Rivian 和 Mark Rober 合作的同時，他們也推出了另一個針對不同族群的計畫，那就是 rad，也就是 Rivian Adventure Department，一個專注於將 Rivian 車輛推向極限的高性能部門。

It's about enthusiasts, people who care about capability, about performance, and

而是關於那些熱愛極限、關心車輛性能和

Now, historically, that audience hasn't always been into electric vehicles, but

過去，這群人對電動車不一定感興趣，但

performance changes that conversation, because performance creates credibility.

性能改變了這個情況，因為性能能建立信賴感。

It creates aspirational purchases and attention.

它能創造令人嚮往的購買動機和關注度。

Now, suddenly, Rivian isn't just inspiring the next generation.

現在，Rivian 不僅僅是在啟發下一代了。

It's proving that electric vehicles can compete at the absolute highest level.

它證明瞭電動車可以在最高等級的賽事中一較高下。

But there's another piece of the strategy that isn't flashy and might matter just as much.

但策略中還有另一塊，雖然不那麼引人注目，但重要性可能不亞於此。

Expanding your audience only works if people feel confident owning the product.

擴大受眾的前提是，大家對擁有這項產品感到安心。

And historically, one of the biggest concerns around new EVs has been repairability.

過去，大家對新 EV 最大的疑慮之一就是維修問題。

Where do you take the vehicle when something goes wrong?

如果車子出了問題，該送到哪裡去修呢？

That's where Rivian's partnership with Alldata comes in.

這就是 Rivian 和 Alldata 合作的地方。

Alldata provides repair data used by hundreds of thousands of independent repair shops.

Alldata 提供維修數據，供數十萬家獨立維修廠使用。

And now Rivian is making its service information available through that network, meaning more technicians can access the information needed to work on Rivian vehicles.

現在 Rivian 也透過這個網絡提供其維修資訊，代表更多技師可以取得維修 Rivian 車輛所需的資訊。

That matters, because it signals something important.

這很重要，因為它傳達了一個重要的訊息。

Rivian isn't just building excitement around the brand anymore.

Rivian 不再只是在品牌周圍製造話題了。

They're trying to build the infrastructure as needed to support a much larger customer base.

它們正努力建立所需的基礎設施，以支援更龐大的客戶群。

When you zoom out, these three moves start to look less like separate announcements and more like a layered strategy.

當你拉遠來看，這三個舉動不再像是獨立的公告，而更像是一個分層的策略。

One move inspires the next generation of engineers.

一個舉動啟發了下一代的工程師。

Another earns credibility with enthusiasts, and another expands the repair network.

另一個贏得了車迷的信賴，還有一個擴展了維修網絡。

Future owners will depend on three very different moves, all pointing in the same direction.

未來的車主將依賴這三個截然不同的舉動，它們都指向同一個方向。

Rivian preparing for a much bigger audience.

Rivian 正在為更廣大的受眾做準備。

Because the next major chapter for this company is R2, a smaller, more affordable vehicle designed for a much larger market.

因為這家公司下一個重要的篇章是 R2，這是一款更小、更實惠的車輛，專為更大的市場設計。

And when that vehicle arrives, Rivian won't just need great engineering.

而當這款車輛問世時，Rivian 不僅需要出色的工程技術。

They'll need brand awareness, credibility with enthusiasts, and an ownership ecosystem people trust.

它們還需要品牌知名度、車迷的信賴，以及一個人們信任的擁有生態系統。

And that's exactly what these moves start to build.

The customers discovering Rivian today might be the ones driving R2 tomorrow.

今天認識 Rivian 的顧客，可能就是明天開 R2 的人。

If you want more Rivian content, definitely.

如果你想看更多 Rivian 的內容，絕對。

Make sure to check out this video right here and subscribe to my channel so that you get the latest information about Rivian.

一定要看看這個影片，然後訂閱我的頻道，這樣你就能獲得關於 Rivian 的最新資訊。

And as always, remember, adventure is always out there.

然後一如往常，記住，冒險永遠都在那裡。