Electric vehicle startup Rivian launched a new promotional campaign to tout its Georgia roots, which the company’s leaders say will soon take hold despite its decision in March to pause its planned $5 billion factory an hour east of Atlanta.
The slickly produced campaign is making the rounds days after Rivian officials showed off three prototype crossover EVs the company said it will build in Georgia once it completes its factory near Rutledge. But a new start date for construction has not yet been announced.
Titled “Proudly Made in Georgia,” the initiative is packed with Peach State iconography. Plug-in pickup trucks are shown spattered with red clay. Electric SUVs are driven around Covington’s central square and under the shimmering lights of the Fox Theatre in Midtown.
“We’re here in Georgia to continue our journey, building our next line of world-class electric vehicles,” a narrator says over building classical music in the campaign’s lead promotional video.
Atlanta Journal Constitution
