Bold shift: Rivian just raised the bar on color, and it changes how we think about EV aesthetics.
Rivian has unveiled a striking new purple shade for the R1, named Borealis by its design studio. It’s a limited-run hero color that injects bold personality into an otherwise monochrome landscape. If you’ve ever wanted an EV that stands out in a crowd, this is a compelling example of how to do it well.
The color made its public debut during Art Week in Miami Beach, almost a year after a public sighting raised curiosity with little context. Now, buyers can option their R1 in Borealis, a move that deserves attention from rivals who chase after visual distinction as eagerly as performance.
Not everyone will love a violet-toned, “Grimace-like” look on a vehicle, but the verdict here is clear: Borealis adds color variety in an era of beige, gray, and white. In a market saturated with homogenous hues, a vibrant purple offers a refreshing departure that helps the vehicle feel more unique and expressive.
Color choice can influence resale value, and distinctive shades often depreciate less quickly when they remain desirable or emblematic. While Borealis isn’t listed in ISeeCar’s 2025 color study, purple previously ranked as a relatively valuable color option in earlier years, following yellow and orange.
Rivian has consistently experimented with color beyond the basics. Launch Green and Compass Yellow are standouts, but the catalog now includes ten colors, with six clearly non-monochrome options. The brand’s use of accent yellows and teals adds another layer of brightness that’s easy to notice.
A note of FOMO here: Borealis is currently offered only on the Tri-Motor and Quad-Motor versions, at a $3,000 premium, and for a limited window. Rivian also hinted that Limestone will be removed from the palette going forward, and while Red Canyon was temporarily set to retire, it will remain available through 2026.
This approach offers a valuable model for automakers: keep a range of factory colors available to avoid the blandness that many buyers dread. It’s a reminder that customization need not be a boutique afterthought—it can be a core part of the brand’s identity.
Looking ahead, this color strategy bodes well for future Rivian models like the R2 and R3. The company has teased bold interior palettes that didn’t reach production, suggesting a broader commitment to making Rivian a lifestyle brand, not just a carmaker. Here’s hoping the exterior continues to deliver that same flair.
For now, celebrate Borealis: a vibrant purple that breaks free from the usual EV color roster and sparks real excitement.
What do you think about bold color as a differentiator for electric vehicles? Does Borealis make you consider an R1, or do you prefer more traditional hues? Share thoughts in the comments.
