Student: Boxiong Cao
After the first two great mandatory talks we attended on Saturday, March 8th, where sessions talked about how AI impacted advertising and how we can integrate AI to advertising to improve performance, and enhance storytelling. Me and Grant got to the event we were most excited about – The main sponsor of SXSW 2025 Rivian’s Off-Road Experience in downtown
Austin, and it did not disappoint.
The experience was set to demonstrate Rivian EV’s off-road ability as well as its raw power, torque and versatility. We quickly checked in, signed our waivers and got a briefing from the team before hopping into the R1T (Staff were super friendly). We got to experience the ride while a professional driver took us through some steep hills.
We were welcomed by the luxury interior the car offered, and the driver wasted no time putting the truck to the test. When we hit the first steep incline, the car got up the hill effortlessly its 1500nM+ torque. The descent was equally impressive, where the car’s descent control allow the car to glide down smoothly without the driver touching the brake. Unlike gas-powered cars, there was no engine howl, just us saying wow inside the car. Right after the hill, we also tackled a 40-degree side incline, where the R1T effortlessly maintained stability(even though I was crouched in the middle seat), showcasing its independent air suspension system in action. Despite the extreme tilt, the vehicle remained composed, proving just how well it adapts to challenging terrain.
Overall, it was a great experience to attend SXSW where I not only gained more insights to advertising, AI, and I also get to experience this beast in a off road setting, it was a true immersive experience that showcased Rivian is all about: Adventure, pushing boundaries and proving that EVs belong to the wild just as much as they do in a city sitting.
