Rivian isn’t waiting around to resolve its sales problems.
After posting a rough first quarter — with deliveries down 36 percent year-over-year — the EV startup is stacking major discounts, targeting one group in particular: Tesla owners.
Through the end of April, Rivian is offering aggressive incentives on its R1T pickup and R1S SUV, hoping to pull buyers away from the competition and boost its struggling numbers.
Here’s everything you need to know about Rivian’s new offers, pricing, and the reasons behind the brand’s current surge.
Rivian’s New Incentives: Big Discounts in Play
Rivian has rolled out three major promotions, all stackable if you qualify:
- Electric Refresh Offer:
Trade in any gas, hybrid, or electric vehicle — not just a Tesla — and get a $3,000 discount on a new 2025 R1T or R1S. - Tesla Trade-In Bonus:
If the vehicle you trade is a Tesla, Rivian adds another $3,000 discount.
That’s $6,000 off if you’re a Tesla owner making the switch. - EV Lease Credit:
Lease an R1T or R1S instead of buying outright, and Rivian will knock $7,500 off the lease price immediately — no waiting for federal tax credits.
All told, qualified buyers can save up to $13,500 by stacking these offers.
Pricing: How Much Are You Really Paying?
Before discounts, here’s where Rivian’s models stand:
- 2025 Rivian R1T (Pickup):
The price of the 2025 Rivian R1T (Pickup) starts at $69,900 before options. - 2025 Rivian R1S (SUV):
The price of the 2025 Rivian R1S (SUV) starts at $75,900 before options.
With the full $6,000 purchase discount plus lease credits, buyers could effectively get a well-equipped R1T in the low-$60,000 range — right in line with a loaded Ford F-150 Lightning or a Tesla Model Y Performance.
Lease deals, after applying all credits, could also bring monthly payments down significantly, depending on terms and region.
Why is Rivian going aggressive now?
Rivian’s Q1 numbers paint a clear picture:
Only 8,640 vehicles were delivered — down sharply compared to last year.
The slowdown isn’t unique to Rivian.
Tesla’s sales dipped, and Ford EVs aren’t exactly flying off lots either. But Rivian faces tighter margins and needs to move volume faster as it ramps up production of the R1T, R1S, and its upcoming R2 mid-size SUV.
Stacking discounts now serves two goals:
- Clear Out Inventory: Rivian needs to make space for 2026 models and new variants.
- Steal Customers: Tesla owners, especially those frustrated by service delays or brand fatigue, are prime targets.
Given the aggressive cash offers and the relative freshness of Rivian’s lineup, this strategy could lure buyers who might otherwise stick with Tesla or bolt to more established brands.
Should You Trade Your Tesla for a Rivian?
If you’re in the market, Rivian’s deal is genuinely compelling — but it’s important to shop smart:
- Trade-In Values Vary:
Rivian’s $3,000 bonus is nice, but be sure to compare total trade-in offers. Some third-party dealers may still offer higher values. - Incentive Deadline:
All current offers expire April 30, 2025. Thereafter, Rivian may scale back promotions or switch tactics. - Model Availability:
The biggest discounts apply to in-stock 2025 R1Ts and R1Ss. Custom orders may not qualify for all incentives depending on build time and delivery. - New Rivian Models Coming:
The R2 and R3 crossovers are on the horizon for 2026, so some buyers might prefer to wait for smaller, lower-priced options.
Still, if you’ve been considering a shift out of your Tesla Model 3, Y, or even S, Rivian’s R1 lineup offers serious tech, rugged looks, and more off-road capability — with a premium cabin that some Tesla owners will find refreshingly upscale.
Final Thoughts: A Pivotal Moment for Rivian
Rivian is no longer the scrappy underdog it was when the R1T first landed.
It’s now a full-fledged automaker — and facing real-world growth pains.
This round of stacked discounts isn’t just about chasing quarterly numbers.
It’s about convincing EV buyers that Rivian offers something Tesla doesn’t: fresher design, broader capability, and a brand that still feels exciting and adventurous.
For shoppers ready to move on from Tesla or anyone looking for a deal on one of the most capable electric trucks and SUVs on the market, April might be the time to act.
