• by Tanya Gazdik , Staff Writer, February 17, 2025

Automakers continue to see the value in pulling out all the stops for event sponsorship.

Case in point is the upcoming takeover of SXSW by Rivian, which is still referred to as an “upstart” electric vehicle maker, even though it has been around since 2009. 

At the multimedia entertainment conference in Austin, the brand is planning an “electric roadhouse," described as “a neon wonderland with live music and guest speakers.” The automaker is also planning pop-ups around the city and hosting “all kinds of events” at SXSW from March 7 to 15. 

The brand will participate in several panel discussions on subjects that include optimizing America’s energy transition. Rivian founder RJ Scaringe will also be interviewed by Justine Ezarik, a tech reviewer and content creator. The discussion will center on the future of the planet’s climate along with hot topic du jour: artificial intelligence. 

Rivian is offering a chance to win two SXSW badges via a sweepstakes on its SXSW sponsorship landing page. 

Of course test drives are part of the equation, and consumers can prebook demos of the Rivian R1T and R1S, Rivian’s all-electric truck and SUV, respectively. 

Meanwhile, Jaguar spent the last few days getting hyped about basketball at the NBA All-Star Weekend. The automaker brought its Type 00 design vision concept vehicle to San Francisco to be part of the “Blue Carpet” Tunnel Walk, which it calls the sporting world's version of a fashion runway.

The British brand, which is going through a bit of transformation, enlisted style content creator Lance Fresh to interview athletes and tastemakers about creativity and personal style at the event. One of the first to identify the trend of the NBA’s on and off-court fashion, Fresh hosts "Evolve & Flex" on Apple TV+, Hulu, Prime Video and Max.

The Jaguar Type 00 is the “dramatic physical manifestation of Jaguar’s recaptured ‘copy nothing’ ethos,” according to the automaker. The first “modernist” Jaguar production car, an electric four-door GT, will be revealed in late 2025.

This is the first public sighting of the concept vehicle since it was revealed at Miami Art Week in December. A teaser video released in November created a huge buzz ahead of the unveiling.

Jaguar’s presence at the events surrounding the NBA All-Star Weekend showcases the automaker’s commitment to creativity and originality,  says Brandon Baldassari, U.S. brand director, Jaguar. 

“Just like Type 00 stands out with its unique British flair, the athletes and entertainers at the event shine with their bold personal styles,” Baldassari says in a release. “This partnership highlights our shared dedication to originality and self-expression.”