Rivian teased the launch of a new color for its electric vehicles on Tuesday, nearly a year after a purple second-generation R1S was spotted in California.
The Irvine, California-based EV maker posted a six-second video on X showing a purple aurora borealis over a silhouetted SUV with the caption: “A new sight to behold. Arriving tomorrow.”
The announcement is scheduled for December 3, though Rivian did not specify which models will receive the new hue or whether it will extend beyond the current R1 lineup to the upcoming R2 mid-sized SUV, scheduled for launch in the first half of 2026.
The addition will expand Rivian‘s current color offerings, which include LA Silver, Glacier White, Forest Green, El Cap Granite, Midnight, Rivian Blue, Storm Blue (Tri-Motor and Quad-Motor only), and Launch Green (Quad-Motor only).
Last July, when introducing the 2026 model year vehicles, the company reduced its color palette, officially discontinuing Limestone and Red Canyon.
Those two shades joined Compass Yellow as retired colors, though Rivian clarified a month later that Red Canyon would return in 2026.
Rivian R2
Over the next few months, Rivian will open orders for the R2 model.
While the entry-level trim is planned to start at $45,000, the company is expected to begin production with higher-end trims that deliver better margins before scaling to manufacture cheaper variants.
Year-End Sales Push
As reported earlier Tuesday, Rivian carried over most of its November incentive programs into December while discontinuing its $2,800 trade-in discount, maintaining aggressive year-end promotions to drive fourth-quarter deliveries.
November sales estimates are scheduled to be released later Tuesday by Motor Intelligence.
