This is an executive summary of a more detailed proposal for the Rivian Trail Guide Program, which includes full program architecture, guide recruitment and training systems, event engagement modules, and a CRM management plan built on Vogistics to mirror Salesforce-style tracking and reporting.

The materials are proprietary and shared in confidence with Rivian leadership for review and discussion only.

The Rivian Trail Guide Program is a small nationwide network of Rivian owners (Trail Guides) who inspire, educate, and guide others through firsthand experiences of the brand’s vehicles, values, and lifestyle. The Trail Guide Program builds the bridge between interest and ownership, grounding Rivian’s customer journey in empathy, trust, and human storytelling that only a real owner can tell.

Trail Guides bring authenticity to Drive Events, Rivian Spaces, and deliveries, helping reduce EV adoption barriers, strengthen community, and improve the customer journey in ways that increase satisfaction, conversions, and sales.

Rivian Trail Guides know what it’s like to purchase, own, and drive a luxury EV. They are not Rivian employees and therefore offer a different kind of trust proposition for prospective owners. In a world full of paid influencers, AI-generated content, and marketing noise that often blurs reality, the most reliable voice is that of a real owner sharing an honest experience.

How It Works

  • Trail Guides are vetted, trained, and supported Rivian owners who are recognized with in-kind rewards like gear credits, free charging, and exclusive access to approved Rivian experiences.

  • Prospective Owners connect with Trail Guides through curated experiences, such as Drive Events, structured theme-based gatherings, community meetups, or virtual sessions. Trail Guides work alongside Rivian Sales, Delivery, or Service. Trail Guides are not employees, they are real owners providing the voice of lived experience and brand engagement directly to Prospective Owners.

  • Cosmic North manages all Trail Guide operations, training, and support, ensuring a consistent, brand-aligned experience.

  • Engagement Tracking: The program uses Vogistics, a purpose-built volunteer and engagement CRM, to manage Trail Guide onboarding, scheduling, communication, and data tracking, functioning as the public-facing equivalent of how Salesforce operates internally at Rivian for customer management.

Benefits

For Rivian:

  • Expands brand reach through authentic owner-to-prospect storytelling

  • Converts curiosity into commitment through hands-on, human experiences

  • Supports sales and delivery experiences and related personnel

  • Strengthens community and deepens loyalty among existing owners

  • Provides measurable data on engagement, conversion, and satisfaction

For Trail Guides:

  • Builds connection with the Rivian community and brand team

  • Offers access to exclusive experiences, training, and recognition

  • Empowers Guides to share their real-world expertise and enthusiasm

For Prospective Owners:

  • Delivers honest, human perspectives on ownership and vehicle performance

  • Encourages informed, confident purchase decisions

  • Offers support before, during, and after the buying journey

For Everyone:

The result is more than engagement; it’s a community of Rivian cultural brand stewards who live the experience, embody Rivian values, and inspire others to join the journey by connecting as only real owners can, with empathy, trust, and lived experience.

Program Management

The Rivian Trail Guide Program is operated by Cosmic North, a human-centered brand engagement studio that partners with mission-driven companies to build authentic peer-to-peer connection networks. Cosmic North provides end-to-end management, including Trail Guide recruitment, onboarding, training, event coordination, and engagement reporting via Vogistics CRM.

Contact

For confidential review and feedback, please via email:

eric@cosmicnorth.studio