Rivian Plans New Showroom at Boulder’s Twenty Ninth Street Mall

Electric vehicle manufacturer Rivian Automotive Inc. is set to establish a new showroom in a vacant storefront at Boulder’s Twenty Ninth Street mall. The Boulder Planning Board is expected to review an application on October 3, 2023, that would permit vehicle sales at the 3,678-square-foot location situated at 1805 29th St. This application is essential for auto-sales businesses aiming to operate within the specific zoning district that encompasses the mall.

According to a memo from Boulder officials, the showroom will not function like a conventional car dealership. Instead of a large inventory, there will be only two non-operational display vehicles inside the showroom, along with a limited number of demonstration vehicles available for test drives in designated parking spaces. All transactions, whether initiated online or in-store, will result in vehicles being delivered directly to customers’ homes.

Showroom Vision and Employment Opportunities

Rivian anticipates that the showroom will attract around 120 visitors daily and create eight to ten jobs. In a letter addressed to Boulder planners, the company outlined its vision: “Our goal is to create physical spaces where customers can come to learn about our brand and products, with the ultimate goal of driving brand awareness and education and engagement.”

Customers will be able to place vehicle orders both online and on-site, but the showroom will not serve as a traditional dealership. Rivian will not maintain a ‘for sale’ vehicle inventory at the location. Additionally, customers will not be able to negotiate prices, take delivery, or complete payment paperwork on-site. Each vehicle is custom-designed for the customer and will be shipped directly from Rivian’s manufacturing facility in Normal, Illinois.

Expansion Plans in Colorado

This new showroom in Boulder adds to Rivian’s existing presence in Colorado, where it operates facilities in Denver and Colorado Springs. The company announced plans earlier this summer to open a 45,000-square-foot service and demonstration center in 2026, located in the Colorado Technology Center business park in Louisville.

The development of the showroom aligns with Rivian’s strategy to enhance customer engagement and brand visibility in the growing electric vehicle market. As the demand for electric vehicles continues to rise, Rivian seeks to position itself as a leader in providing unique customer experiences.

This article was originally published by BizWest, an independent news organization, and is distributed under a licensing agreement.