Rivian has filed a formal opposition to block a Delaware-based neuromarketing company from registering the trademark ‘Neurivian’ in the United States.
In the filing — a request for extension of time to oppose submitted on Monday before the Trademark Trial and Appeal Board (TTAB) of the United States Patent and Trademark Office (USPTO) — the US EV maker signaled that the mark is confusingly similar to its own and would dilute the distinctiveness of the Rivian brand.
The opposition targets US Trademark Serial No. 99021042, filed on December 26, 2025 by GlassView, LLC.
GlassView is a global advertising technology and neuromarketing firm headquartered in Fort Worth, Texas, that specializes in wearable brain-sensing technology and AI-driven media optimization.
The company describes itself as the inventor of “NeuroPowered Media” and holds an equity stake in Cogwear, a University of Pennsylvania-linked neuroscience startup.
Rivian IP Holdings, LLC — the intellectual property arm of the Irvine, California-based EV maker — filed the opposition claim through law firm Baker & Hostetler LLP.
The Rivian Mark
In the filing, Rivian argued that the proposed ‘Neurivian’ mark “completely encompasses” its own famous and distinctive trademark, as it is “highly similar to the ‘Rivian’ Marks in appearance, sound, and commercial impression.”
According to the complanint, “the mere addition of ‘Neu’ in front of Rivian‘s distinctive and coined ‘Rivian’ mark does not alleviate the similarities between the marks, and, given the pronunciation and meaning of ‘Neu,’ as well as Rivian‘s family of ‘Rivian’-formative marks, it only adds to the likelihood of confusion.”
The EV maker further argued that GlassView’s application covers goods and services that overlap with its own registered intellectual property.
“Both Applicant’s Application and the ‘Rivian’ Marks cover a variety of software, technology, and business goods and services,” the filing stated, adding that GlassView’s offerings “are also marketed to the same or similar consumers and potential consumers and travel, and/or are capable of traveling, in the same channels of trade as those offered by Rivian.”
GlassView’s application covers three trademark classes: Class 9 (wearable electronic sensors, computer hardware and downloadable AI software for biometric data collection), Class 35 (business consulting in healthcare, defense and behavioral health), and Class 42 (SaaS and PaaS platforms for data analytics and machine learning).
While the goods and services are oriented toward healthcare, government and defense verticals — not automotive — Rivian contended the overlap in software and technology categories creates confusion risk.
If the mark were registered, the company warned, consumers could be misled.
“It is likely to cause confusion, or to cause mistake or to deceive the trade and purchasing public into believing that Applicant’s goods and services originate with Rivian or are otherwise authorized, licensed, connected to, or sponsored by Rivian,” the company argued.
Dilution of a ‘Famous’ Mark
Beyond likelihood of confusion, Rivian raised a second legal ground: trademark dilution under Section 43(c) of the Lanham Act.
The company claimed the ‘Rivian’ mark was “famous” before GlassView’s January 2025 filing date.
Therefore, ‘Neurivian’ “will cause or is likely to cause dilution by blurring the distinctive quality of the famous ‘Rivian’ mark,” it stated, as it “will lessen the ability of Rivian‘s ‘Rivian’ mark to distinguish Rivian‘s goods and services.”
To support its fame claim, the opposition cited Rivian‘s November 2021 IPO — one of the largest in US history at the time.
Additionally, it mentioned prior investment rounds from Amazon ($700 million, February 2019), Ford Motor Company ($500 million, April 2019), Cox Automotive ($350 million, September 2019) and a $2.5 billion round led by T. Rowe Price Associates.
Rivian also listed a series of industry awards, including owner satisfaction reports, model-related honours and that is vehicle software earned MotorTrend‘s Best Tech award in both 2025 and 2026.
Broad IP Portfolio
The filing disclosed an extensive portfolio of US trademark registrations held by Rivian IP Holdings, with filings dating back to April 2018 — three years before the company’s first customer deliveries.
The registrations span vehicle hardware, software, charging infrastructure, apparel, financial services, retail operations and vehicle maintenance across more than a dozen trademark classes.
Notably, the opposition also referenced two more recent filings that signal the broadening scope of the Rivian brand beyond vehicles.
A ‘Rivian Assistant’ trademark application, filed in December 2024, covers AI-powered voice assistants, chatbot software, natural language processing tools and downloadable autonomous driving software.
The AI-powered voice system — that replaces Amazon’s Alexa — began rolling out to R1 vehicles last month and is debuting in a more advanced form on the R2, with 200 Sparse TOPS of Edge AI compute and the ability to run a local large language model directly inside the vehicle.
A ‘Rivian Autonomy Platform’ application, filed in June 2025, covers autonomous driving hardware and software — including navigation systems, sensors, radar, cameras and driver-assist systems — as well as cloud-based SaaS platforms for self-driving technology.
According to founder and CEO RJ Scaringe, Rivian‘s autonomy efforts have consumed the majority of its R&D budget — with over $229 million in the first quarter alone.
“Rivian is a world-renowned automotive and technology company that designs, develops, and offers vehicles, vehicle parts and accessories, software, AI software and tools, electronic devices, merchandise, and various other goods, as well as services,” the complaint mentioned.
All of this is done “under its well-known and famous ‘Rivian’ trademark,” the filing stated, describing the mark as “a coined term” that is “inherently distinctive” and has been in continuous use since at least 2011.
Timing and Strategic Context
The opposition lands at a pivotal moment for the brand.
Rivian opened public demo drives of its R2 mid-size SUV on Tuesday, and began sending order invitations to reservation holders — marking the official commercial launch of the vehicle the company has staked its path to profitability on.
Customer deliveries are expected to begin in the coming days, delayed from an original mention of June 9.
Saleable R2 production began in late April at Rivian‘s Normal, Illinois, plant, and the company has guided for 20,000 to 25,000 R2 deliveries this year out of a total target of 62,000 to 67,000 vehicles.
The launch followed months of momentum-building.
Rivian has toured seven US cities with the R2 between April and May under the ‘R2 Block Party’ banner, drawing long queues at every stop.
The online configurator went live in mid-May, and R2 vehicles were spotted being transported to Rivian Spaces across the country in the weeks leading up to the launch.
