Published on December 4th, 2020 | by Daniel Sherman Fernandez0
Former Aston Martin President Is Rivian EV Marketing Head
This lady goes from marketing supercars to super trucks
Startup electric vehicle (EV) manufacturer Rivian opened its pre-orders for three versions of its electric pickup truck and also SUV last month in North America. With an asking price from USD67,500 and a battery that provides a 300-mile range, Rivian is on track to be the next big EV manufacturer in North America.
Malaysia should work quick to get Rivian to setup an Asia Pacific presence here before it goes to Thailand (the ASEAN pickup capital).
To ensure its success in the tough pickup truck and SUV segment, Rivian needs a sharp marketing veteran to convince Americans to look away from traditional ‘burly’ pickup trucks from General Motors and Ford.
This is why Rivian has hired an industry veteran as its first top marketing executive. Laura Schwab, 47, who recently left Aston Martin (elite car manufacturer) where she was president of the Americas, assumes the new role of Rivian vice president of sales and marketing. She will be working from Rivian’s California office to market a vehicle that will initially be for a select few buyers and with the hope it will hit the mass market soon.
Who Is Laura
In case you didn’t know, Laura Schwab spent 14 years at Jaguar Land Rover in sales and marketing, eventually becoming director of marketing for the Tata owned brands in England before leaving for Aston Martin in 2015. Working first on product configurators, she ultimately became Marketing Director, moving her life to the UK and spending 15 years at what evolved into Jaguar Land Rover.
As President of Aston Martin the Americas, Schwab was responsible for overseeing the company’s operations across North and South America. It was a large portfolio and one that played a crucial role in Aston Martin’s Second Century Plan.
She announced the shift on her Instagram page Tuesday. “After a couple of restful weeks, I have come up for fresh air and new adventures at Rivian,” Schwab told followers. “Can’t wait to share the journey. Day one has already got me feeling inspired….” Schwab’s arrival coincides with the company ramping up its sales operations.
Rivian opened up its online configurator for Rivian pre-order holders on Nov. 16 and general access began Nov. 23. Customers can now choose color, interior, battery range, wheels and tires. North American deliveries for the R1T start in June and R1S in August.
Rivian is funded by investments from Amazon, Ford Motor Co., T. Rowe Price, Cox Automotive and some others to a tune of USD3 billion. Like Tesla, the Rivian is selling directly to consumers and is not using a dealer network. Earlier this year, Rivian was pushing for changes to laws in states that don’t allow direct sales.