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Typically you want scrambled eggs. And with that thought, toady on the Overland Expo in Flagstaff, AZ, Rivian introduced a serious accent for its electrical pickup: A camp kitchen. The unit slides out from the Rivian R1T’s so-called gear tunnel that lives between the mattress and cab. The kitchen consists of storage and a range that’s powered by the R1T’s 180kWh battery pack.

This kitchen unit is the primary vital idea Rivian has unveiled for the pickup’s uncommon gear tunnel. This house gives one other locked storage compartment for the pickup — however why have all of it, many requested when it was revealed? And now, with this kitchen unit, Rivian is responding to the questions. It appears Rivian needs to make its automobiles the middle of an ecosystem of add-ons. The corporate already revealed racks, vehicle-mounted tents and even a flashlight that hides within the aspect of the motive force’s door. Count on extra tenting and outside gear as Rivian cements its model picture round adventurers.

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Rivian is positioning its merchandise for a selected life-style. Assume Patagonia-wearing, Vary Rover-driving, outdoorsy sorts or not less than those that aspire to have that picture. It’s a sensible play, and to date, Rivian has stayed true to this picture. All of its ads, social media posts, and appearances make it clear that Rivian is fastidiously aligning its model picture.

Vehicles and SUVs are typically marketed to workman and households. TV commercials characteristic dusty males hauling bails of hay and girls unloading groceries and shutting the rear tailgate along with her foot. However not Rivian.

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To date Rivian has proven its merchandise within the backwoods, working trails and sitting subsequent to campfires. The folks within the commercials are on an journey, sporting coats by The North Face and sleeping in REI tents. With the kitchen from at this time’s bulletins, they will pull a kitchen out of their pickup and make some espresso.

Rivian tells TechCrunch that is only a idea, however the firm intends to deliver this unit to manufacturing. There are prone to be different items for the gear tunnel. I, for one, would like to have a slide-out canine washing and drying station as a result of there’s nothing worse than placing a muddy canine in a truck.

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