Rivian $RIVN ( ▼ 1.66% ) is making a big play to grow its business by pledging nearly $5 million to back an initiative aimed at letting voters decide whether the EV maker can sell directly to consumers in Washington State.
The details: For over a decade, Tesla $TSLA ( ▼ 1.94% ) has been the only carmaker allowed to sell electric vehicles directly to buyers in Washington. Now, after repeated legislative attempts to break Tesla’s exclusivity have failed, Rivian is taking the fight to the ballot box, reports Washington State Standard.
The electric truck manufacturer has pledged $4.6 million to a ballot measure that would allow more electric vehicle makers to sell direct-to-consumer in Washington.
The measure is being led by the Washington Coalition for Consumer Choice and Innovation, which is pushing to give car buyers more options.
To qualify for the ballot, the measure must gather at least 308,911 voter signatures by early July to submit to the secretary of state’s office.
What they’re saying: In a statement, the coalition said it “believes that all Washington drivers should have the option to test drive and purchase the vehicle of their choice,” per Washington State Standard. “We are currently pursuing a November 2026 ballot measure to make these choices available to Washington consumers,” the statement continues. “We believe the majority of voters will agree with us that Washington’s outdated car sales laws should be updated.”
Why it matters: For franchised dealers, it’s another test of how strong franchise protections really are in a changing market. If voters open the door wider to factory-direct sales, it could weaken dealer leverage in future policy fights and reshape how EV brands choose to go to market in other states (i.e. Scout Motors).
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Between the lines: Efforts to expand direct-to-consumer sales in Washington have repeatedly stalled in the legislature.
Legislation introduced last year to allow Rivian and Lucid to sell directly to consumers died in committee, despite support from a coalition of environmental and business groups.
State Rep. Amy Walen, who chaired the committee where the bill stalled, has faced criticism for her outside interests as a car dealership owner.
The Washington State Auto Dealers Association has declined to comment on the latest ballot initiative from the Washington Coalition for Consumer Choice and Innovation, per Washington State Standard.
Bottom line: Rivian’s multimillion-dollar bet on a ballot measure shows OEMs are willing to go around legislatures (and around dealers) to win direct access to customers. Dealers in Washington and beyond should expect more consumer-facing “choice and innovation” messaging, stay close to their state associations, and be ready to make their own case to voters about the value of the franchise model in pricing, service, and local jobs.
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