EXECUTIVE PROPOSAL
A structured program that places trained Rivian owners alongside sales teams to reduce friction and increase conversion across the customer journey.
Managed end-to-end by Cosmic North, Trail Guides translate lived ownership experience into buyer confidence where decisions are actually made.
9-minute overview from Eric Anctil, Founder of Cosmic North
EXECUTIVE SUMMARY
The opportunity
Rivian owner satisfaction is among the highest in the industry, but service and reliability perception continues to create hesitation for prospective buyers. Sales advisors are asked to sell a lifestyle most haven't lived, while owners are already answering the hard questions in parking lots, at trailheads, and at charging stations every day.
That organic advocacy is powerful but under-leveraged. The Rivian Trail Guide Program captures it and gives it structure, training, standards, and measurable feedback loops.
~25%
of Rivian service workload involves owner education — features, charging behavior, software updates — that could be absorbed upstream
10%
reduction in education-driven service interactions would meaningfully shift capacity and cost
Fewer lost walks. Shorter sales cycles.
When trust is established before the close, conversion rates increase — without adding headcount or demand gen spend
WHY THIS WORKS
Structured. Measurable. Brand-safe.
Operates alongside existing sales infrastructure without adding headcount
Managed end-to-end by Cosmic North — recruitment, training, vetting, scheduling, tracking, and reporting
Runs on a purpose-built CRM (Volgistics) for engagement tracking and performance data
In-kind compensation only — no cash, no commissions — preserving owner credibility
Structured to pilot, evaluate, and scale (or stop) quickly and without friction
Only executable at Rivian — the direct-to-consumer model enables an owner-engagement layer no franchise competitor can replicate
PROGRAM MECHANICS
How it works
Trail Guides are deployed at Rivian Spaces and Drive Events through defined experience modules tied to regional context and lifestyle. They arrive with their own vehicles — parked alongside demo vehicles — showing not just what's possible, but what ownership actually looks like day to day.
Conversion support
Trail Guides answer ownership questions from lived experience, normalize concerns, and remove friction — leaving the close to Rivian sales advisors.
Service load reduction
Structured onboarding, delivery support, and 90-day follow-ups absorb educational demand before it reaches the service lane.
Scalable content
Trail Guide–led educational videos, professionally produced, delivered inside the Rivian ecosystem. A two-minute video on performing a soft reset — the first troubleshooting step for almost any glitch — could eliminate thousands of unnecessary service interactions on its own.
Regional authenticity
Modules match Trail Guides to local context — ski culture, winter charging, family use cases, towing — with community relationships sales teams would need months to build. Trail Guides work alongside Sales Advisors to co-plan Drive Events beyond Rivian Spaces, reaching audiences sales teams wouldn't otherwise access.
Owner vehicle on display alongside Rivian demo fleet at a Pacific Northwest Drive Event
THE PROPOSAL
Pacific Northwest pilot
This is not a national rollout proposal. It's a request for a targeted pilot — two or three markets, a small trained roster, defined modules, clear engagement rules, and measurable success criteria.
The full executive proposal covers program architecture, module design, compensation structure, governance framework, and suggested KPIs.
Tight enough to run
Measured enough to evaluate
Flexible enough to scale or stop without friction
Not a commitment to scale.
A commitment to test.
I'm asking for a working session with the right operations and sales leaders to review the executive proposal and scope a Pacific Northwest pilot.