Rivian is adding a new colour to its lineup. Nearly a year after the first sighting, the automaker has confirmed the launch of a new purple exterior paint option called Borealis, available for a limited time on select R1S and R1T variants.
Rivian describes the shade as “a dynamic, deep velvety purple that shifts with the light and captures the essence of the aurora borealis.”
According to Rivian, the colour takes inspiration directly from the Rivian community, after owners captured photos of their vehicles glowing under a rare purple-tinted sky during a 2024 solar event.
“The inspiration for Borealis came directly from our community… Borealis pays homage to the spirit of exploration that defines our owners and celebrates the unexpected beauty found in mother nature,” the company said during the reveal.
The new colour also arrives alongside a 20-inch All-Terrain Burnished Bronze wheel, available exclusively on the latest Quad-Motor trims.
Borealis is on offer immediately for Tri- and Quad-Motor configurations, but Rivian stresses availability will be limited. The colour will be showcased throughout Art Week at Collins Park, as well as Rivian’s Aventura and Brickell Spaces in Miami.
The new hue made its public debut at Art Week Miami Beach on Wednesday, where Rivian also unveiled a multi-sensory exhibit designed to showcase the next evolution of its design philosophy—one guided not just by sight, but by scent and touch as well.
Rivian Turns To Multi-Sensory Branding
Rivian used its Art Week Miami Beach showcase—titled “Rewilding the Future”—to highlight a new emphasis on sensory-rich experiences that go beyond exterior paint. The exhibit includes tactile workshops using recycled materials and Rivian’s first public exploration into brand-specific scents.
Visitors can experience “The Scent of Terrain,” a blend of scents ranging from alpine forests to canyon trails.
“Scent is uniquely memorable and we want to get to a place where we have a scent that becomes synonymous with the Rivian brand, sparking that amazing recall that you almost don’t realize you have. We’re excited to see the response,” said Liz Guerrero, Sr. Director of Marketing Experiences.
While Rivian hasn’t confirmed whether this fragrance will eventually make its way into production vehicles, the company hinted the project is still in an exploratory phase.
