Rivian Automotive Inc, the electric vehicle (EV) manufacturer, has entered the virtual racing realm by featuring its vehicles in the popular racing video game Forza Horizon 5. The official Forza Horizon account on X, formerly Twitter, welcomed Rivian to the game and showcased the 2022 models of the R1T pickup and the R1S SUV in a 33-second video.
The video displayed the Rivian vehicles navigating challenging terrains, forests, and rivers, ending with a dramatic halt at the edge of a cliff. It is important to note that all the footage in the video is in-game 4K visuals from Forza Horizon 5. Rivian's CEO, R.J. Scaringe, expressed delight over this inclusion in a tweet, describing it as “So cool!!”
Forza Horizon is a popular racing video game known for its immersive experience, where players progress by winning races. The inclusion of Rivian vehicles sparked discussions among players, who suggested the addition of other electric vehicles, such as the Lucid Sapphire, Tesla's Cybertruck, and Model S Plaid.
Interestingly, Tesla has previously appeared in Forza games, but it has yet to make a return in Forza Horizon 5, leaving gamers and enthusiasts speculating about the reasons behind this absence. Some attribute it to the rivalry between Elon Musk and Bill Gates, while others believe that Tesla may be intentionally avoiding advertising in the gaming realm.
This move by Rivian to showcase their vehicles in Forza Horizon 5 highlights the growing importance of virtual platforms in the marketing strategies of EV manufacturers. By reaching a vast audience of gamers and car enthusiasts, Rivian aims to increase brand awareness and generate excitement for their electric vehicles.
Source: Benzinga, Forza Horizon account on X.