# Performance-Focused EV Brands The Rivian Adventure Department Debuted at the 2026 FAT Ice Race By Michael Hemsworth | Published 2026-03-14 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/rivian-adventure-department References: [yankodesign](https://www.yankodesign.com/2026/03/12/rivian-just-launched-its-own-version-of-bmw-m-and-its-called-rad-rivian-adventure-department/) & [rivian](https://rivian.com/en-CA)  The [Rivian Adventure Department](https://www.trendhunter.com/trends/rivian-r3x) (RAD) has been debuted by the electric vehicle brand at the 202 FAT Ice Race in Blue Sky, Montana as its adventure and performance-driven offshoot. The brand's first real world vehicle for the consumer is the RAD Tuner, which will allow R1S and [R1T](https://www.trendhunter.com/trends/rewilding-the-future) owners to build custom drive modes. The presets include the Desert [Rally](https://www.trendhunter.com/trends/shiver-x-expandable-66-dakar-rv) and the Hill Climb that were developed from Rebelle Rally and Pikes Peak runs, respectively. The Rivian Adventure Department could identify a strategic shift for the EV brand as part of its entrant into the world of demanding environment performance driving. The unveiled also signifies a continued push towards prioritizing performance-led EVs to solidify their place in the transportation category of the future. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 73% | Activity: 69% | Freshness: 66% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Performance-led EV Positioning:** A shift toward prioritizing high-performance capabilities in EV lineups is creating space for premium, performance-differentiated electric models that redefine brand perception. - **Customizable Drive-mode Platforms:** Software-defined drive modes and user-configurable tuning are turning vehicles into adaptable platforms where performance and handling can be tailored to environments and driver preference. - **Adventure-and-motorsport Brand Extensions:** The emergence of dedicated adventure and motorsport sub-brands within OEMs is blending off-road capability and racing heritage to reach lifestyle-oriented EV consumers. ### Where This Applies - **Automotive Manufacturing:** Integration of performance hardware and ruggedized platforms in production EVs is enabling manufacturers to expand into specialized segments without separate low-volume startups. - **Vehicle Software and OTA Services:** Over-the-air performance updates and modular software architectures are creating recurring monetization pathways around tuning, presets, and feature unlocks. - **Motorsports and Experiential Events:** Race and adventure events are becoming marketing and R&D arenas where consumer-facing performance tech can be validated and showcased to enthusiast communities. ## Related on Trend Hunter - [Adventure-Ready Overlanding Camping Trucks](https://www.trendhunter.com/trends/overland-campers.md) - [Ruggedly Refined Overlanding Vans](https://www.trendhunter.com/trends/rogue-legends-rally-van.md) - [Exclusive Coastal EV Models](https://www.trendhunter.com/trends/2026-rivian-r1s-quad-pebble-beach.md) - [Sensory EV Exhibitions](https://www.trendhunter.com/trends/rewilding-the-future.md) - [Hybrid Electric SUV Models](https://www.trendhunter.com/trends/rav4.md) - [Electric Off-Road Concepts](https://www.trendhunter.com/trends/elevated-velocity.md) - [Elevated Electric Bikes](https://www.trendhunter.com/trends/audi-electric-mountain-bike.md) - [Quad-Motor Off-Road EVs](https://www.trendhunter.com/trends/rivian-quad-motor.md) - [Affordable Off-Road Vehicles](https://www.trendhunter.com/trends/affordable-offroad-vehicle.md)