"We don't use the word luxury" says Rivian senior interior designer

The overall package might suggest luxury, but Rivian's design team actively pushed back against the term as a descriptor for its upmarket off-roaders. Senior interior designer Zulf Ali explains that, instead, the vision is more around "premium, which can be completely different to luxury."

Indeed, on paper the two descriptors share similar values but Ali points to the disparities in high fashion versus premium outdoor wear as an example. 

"Take a Patagonia jacket. It's a premium product, it's expensive because of its quality and durability, and people know that it's worth paying for — and using," said Ali. "In contrast, something like a Hugo Boss jacket might be more aspirational as opposed to inviting. We take that approach to our materials and interiors where the materials — and the experience of driving — do a lot of the talking."

The Patagonia reference does not feel like a random example. Rivian's design team does actively draw inspiration inspiration from backpacks, shoes and other high-quality hiking gear, "and that's all quite different to an Armani suit or shoes," Ali says.

The Rivian designer spoke shortly after leaving the stage at Car Design Dialogues Detroit 2025, the highlights of which can be found in the article directly below.