I visited a Rivian and a Tesla showroom in New York City.
Ana Altchek
I visited a Rivian and Tesla showroom in New York City, and the vibes felt completely different.
Rivian seemed likely to appeal to environmentally friendly, family-oriented, and outdoorsy buyers.
Tesla had a museum-like feel and seemed to target tech-forward consumers with a futuristic vision.
Rivian and Tesla are two of the most popular EV makers in the US, but after visiting their New York City showrooms, it became clear to me that the brands are taking very different approaches to their in-store experience.
After seeing a recent TikTok trend about Tesla owners ditching their cars for Rivians amid political backlash toward Elon Musk, I expected to observe more interchangeable aspects between the two brands. After visiting their showrooms, though, it feels like theirbrand identities have little in common aside from selling EVs.
Neither showroom offered a traditional car dealership experience. The sales staff took a low-pressure approach, and the spaces seemed to be designed to immerse customers in the brand experience rather than being geared exclusively around closing deals.
Rivian’s space seemed to target environmentally friendly and outdoorsy family buyers, with employees highlighting products like camping tools, flashlights, and speakers. The space also seemed to be actively embedded in the community through partnerships with local organizations and artisan shops.
Meanwhile, Tesla’s showroom, located in Manhattan’s upscale Meatpacking District, sold a vision of what the future could look like with displays of its Full Self-Driving tech and humanoid robots. The space had more of a sci-fi museum feel and encouraged customers to experience the company’s innovations firsthand.
Both brands have famously loyal fan bases, sell top-of-the-line EVs, and are making moves to launch more affordable models. Rivian and Tesla have some of the highest customer satisfaction ratings, according to Consumer Reports’ 2025 Automotive Report Card, despite the vehicle brands being rated as among the least reliable.
Scroll on to see photos from my showroom visits that highlight how differently the two brands approach connecting with potential customers.
I started with a visit to Rivian’s Brooklyn showroom on a Wednesday afternoon.
The Rivian showroom in Brooklyn is located on 366 Wythe Ave.
Ana Altchek
Rivian is renovating its Meatpacking District space, so I toured the showroom on 366 Wythe Ave in Brooklyn. It’s an open space with a garage door entrance and front door.
It had two EVs featured in the store.
Rivian’s showroom had two EV models in the store.
Ana Altchek
Rivian had a Tri-Motor R1S SUV and a Tri-Motor R1T truck at its Brooklyn store.
Rivian had Boxed Water in a basket at the door.
Rivian had Boxed water at the door.
Ana Altchek
It’s an eco-friendly choice — but also an expensive one.
It kind of felt like the EV version of a Patagonia store — the vibes were upscale and granola.
The employees were friendly and relaxed.
Ana Altchek
The employees were friendly and laid-back. The showroom didn’t have a traditional office space for employees, just casual seating and some longer desks.
The decor was colorful, outdoorsy, and relaxed.
There were large leafy plants placed throughout the store.
Ana Altchek
There were white shade lamps hanging down from the ceiling, large leafy plants placed throughout the store, and lots of funky patterns, like stripes and checkers in different colors.
A Rivian spokesperson told me visitors often choose to hang out a while, and I could see why.
There were lounge chairs all over the showroom.
Ana Altchek
There seemed to be no shortage of lounge seating.
The massive L couch in the middle of the store was a highlight.
The couch was positioned around a big square table with an assortment of coffee table books and blocks.
Ana Altchek
Next to it was a neon green circle cushion and two padded chairs with wooden side tables. The area was large and included orange, red, blue, and green accents.
A Rivian spokesperson told me that the store is designed for families.
The Rivian spokesperson said a lot of families come into the store.
Ana Altchek
A station with blocks and toys was on the table in front of the couch. The store also showed off accessories like a camping bag tucked in the car.
The posters were informative and accessible. They explained what EV ownership is like and what the brand offers.
Rivian had interactive wall infographics about charging.
Ana Altchek
The spokesperson said that people generally come in wanting to buy a Rivian or to learn more about EVs. They often have questions about charging, she said.
She also told me that the location hosts events and programs to welcome owners and locals into the space.
Rivian hosts events and programs for owners and locals.
Ana Altchek
A Rivian spokesperson said that the company makes an effort to be a part of the local community. In March, it hosted an event with Roseate and the Billion Oyster Project that included a panel conversation, networking, and test drives of its vehicles.
This Sunday, it’s hosting a Mother’s Day flower crown-making event. A Rosie Day, a local children’s programmer, is coming to the space to teach attendees how to create flower crowns, the spokesperson said.
The store had a merchandise section with locally sourced reusable bags
Rivian has partnerships with local artisans, the spokesperson told me.
Ana Altchek
Rivian featured a table with ANYBAG bags. According to its website, the brand repurposes single-use plastic bags and handcrafts them in Manhattan by New Yorkers.
A Rivian employee took me on a test drive.
The employee showed me the different settings available and how to adjust the ride height.
Ana Altchek
I had the option of driving or being driven. I chose to be driven. The experience was very tech-forward and smooth. The digital screen has a cartoon-like representation of the vehicle.
I didn’t see too many customers during my visit.
There were a few people who came into the store during my roughly hourlong visit.
Ana Altchek
I spent about an hour at the store, and there weren’t too many visitors. The spokesperson told me that the store gets most of its traffic on the weekends, but there are still walk-ins and demo drive sign-ups during the week.
I went to Tesla’s showroom in the Meatpacking District the next day.
Tesla’s showroom in Manhattan is located at 860 Washington Street.
Ana Altchek
The showroom was located at 860 Washington Street in the heart of the Meatpacking District.
The first thing I noticed was a cleaning staff dusting off surfaces and cleaning the space.
There was a cleaning staff dusting off surfaces and cleaning windows while I was at the store.
Ana Altchek
When I arrived, an employee was cleaning the windows at the entrance. Throughout my time at the showroom, the cleaning staff was dusting off counters and walls.
There was a steady flow of visitors from the moment I arrived until I left.
There were visitors in and out of the showroom during my Thursday afternoon visit.
Ana Altchek
On a Thursday afternoon, Tesla had a handful of visitors come in and out of the showroom.
A sales employee at the store told me that on the weekends, they do about 200 test rides in a day, and most of them are with the Cybertruck.
The store’s design was tech-forward, sleek, and futuristic.
The design was sleek and featured monochromatic colors.
Ana Altchek
The store mostly featured a monochromatic palette of Black, white, silver, and gray. There was an occasional tint of red or blue from the posters on the wall, the Tesla logo in the entrance, or the car lights.
There were seating options, but it didn’t have the same relaxed hangout vibe as Rivian.
Tesla had some seating, but it wasn’t built like a chill hangout space like Rivian.
Ana Altchek
There were some seating options at Tesla’s showroom, but the layout mainly provided standing space.
The space was child-friendly but didn’t appear to be designed specifically for families.
Tesla’s showroom had a mini table and chairs, seemingly for children.
Ana Altchek
There doesn’t seem to be a shortage of children excited about the Cybertruck. However, the space didn’t feel as set up to cater to families with children in the way Rivian seemed to be.
Tesla had some interactive elements in the space.
Tesla had a charger on the wall.
Ana Altchek
Similar to Rivian, Tesla displayed an EV charger on the wall.
The wall posters were more show than tell.
Tesla’s wall posters seemed to be more driven by aesthetic appeal than informing customers about the details of EV driving.
Ana Altchek
The Tesla wall art was more minimalistic than Rivian, and seemed to be more aesthetically driven than educational.
Instead of including explanatory graphics and text about EV charging, Tesla had photos of its core products and light descriptions with more of an advertisement feel.
The Cybertruck was a focal point.
Tesla’s Cybertruck was placed right at the store’s entrance.
Ana Altchek
Despite recent backlash surrounding the Cybertruck, it seemed to be the showroom’s main attraction and was located at the front of the entrance. Many of the visitors who came to the showroom seemed to be there for the Cybertruck.
The space also showed off Tesla’s tech.
Tesla showed off its Full Self-Driving computers and Autopilot Cameras.
Ana Altchek
Tesla had key pieces of its autonomous driving tech on display. The Full Self-Driving computer and Autopilot Cameras were featured in a clear glass box next to the window, making it feel like a museum.
Tesla’s Optimus humanoid robot was on display.
Tesla had a humanoid robot on display.
Ana Altchek
Tesla also had a humanoid robot facing the window in the center of the space. The company isn’t selling the robots, which are still in development.
The staff seemed used to tourists popping in and taking photos.
I spent about an hour taking photos and walking around.
Ana Altchek
While the employees were friendly, they gave me space to walk around on my own and didn’t ask me any questions about my plans for purchasing a vehicle.
I was offered an espresso while I waited for my test ride.
Tesla employees offered me a beverage while I waited for my test ride.
Ana Altchek
I declined a beverage, but it made the experience feel more luxurious.
I rode in a Cybertruck. The test drive felt more like a tech demo, while Rivian was more focused on providing information.
The sales employee showed off all of Tesla’s cool tech.
Ana Altchek
The sales employee showed me how the digital screen worked and then took me on the drive. He started the drive off by showing off Tesla’s Full Self-Driving technology, which costs extra and is currently in beta.The car droveto the Shake Shack a few minutes away.
Then, the employee showed me how fast the Cybertruck could accelerate. Depending on the model, Tesla says it can accelerate from 0 to 60 miles per hour in 2.6 to 6.2 seconds. However, because of the area we were in, we couldn’t accelerate at the maximum rate.
Still, it was the fastest I’ve ever accelerated in a vehicle.
Tesla also had a merch section, but it was centered on its most popular products and less wilderness-focused.
Tesla’s merchandise was featured on steel shelves lined against the wall.
Ana Altchek
While Rivian sold outdoorsy clothing and reusable bags from local vendors, Tesla’s merchandise section was about the Tesla brand. It featured hats with logos, key cards and fobs, and collectible mini items like the Cybertruck.
I was surprised at how normal — and popular — this showroom seemed, given the recent rise in anti-Tesla sentiment.
There were people coming in and out of the showroom throughout my time there.
Ana Altchek
One of the employees told me that foot traffic to the store hadn’t really changed. I asked the employee about one of the recent protests at the store on Earth Day, and he said a very small number of people showed up. He said protesters usually take their pictures and leave, and it’s not as crazy as it might seem online.
To sum it up: I enjoyed both experiences.
Tesla showroom in the Meatpacking District next to the Rivian showroom in Brooklyn.
Ana Altchek
Looking back at both of my experiences, Rivian seemed to target a more down-to-earth, environmentally friendly crowd. The brand emphasized outdoor adventures and informed customers about EV ownership.
Tesla, on the other hand, came across as a brand that didn’t need much introduction or explaining. Its showroom felt more like a space for people who know the name and wanted to experience the tech in person, perhaps to get a closer look at the Cybertruck’s angular design. While I don’t feel like I need all the cutting-edge tech that Tesla offers — and I’m not in the market for a new car — it was cool to see in person and try out.
I liked the design elements of both showrooms. Rivian’s boho vibe was relaxing, while Tesla’s product lineup was impressive.
I didn’t walk away with a favorite, but I can see how EV shoppers might identify with one brand more than the other. After all, they’re each taking very different approaches.
