In the world of automotive design, in-car software often feels like an afterthought—uninspired menus, outdated aesthetics, and clunky interfaces. Rivian, however, is rewriting the narrative with its latest software overhaul, offering a glimpse into how thoughtful design can redefine the driving experience. InsideEVs.com recently spoke with Rivian’s Chief Design Officer, Jeff Hammoud, to explore the philosophy and inspiration behind this bold new direction.
A Vision Rooted in Optimism
For Hammoud, one word encapsulates Rivian’s approach: optimism. Speaking with InsideEVs, he described the software’s role in reflecting Rivian’s broader ethos of creating a positive, inviting experience.
“We felt it was an opportunity to have a little bit of fun and create a personality around the car,” Hammoud shared. “Our vehicles have a friendly look, and that’s part of our brand… optimism around what we’re trying to do through electrification and protecting the world for our kids.”
This optimism translates into every aspect of the software, from its cel-shaded graphics to its animated landscapes that dynamically shift depending on the driving mode. Snow Mode transforms the screen into a winter wonderland, while Sport Mode offers a high-energy racetrack-inspired backdrop, complete with glowing taillights and manga-like speed lines.
Studio Ghibli Meets Automotive Design
Rivian’s visual language draws heavily from Japanese manga and the films of Studio Ghibli, known for their fantastical and optimistic storytelling. Hammoud explained that this influence helped the team create an interface that feels dynamic yet comforting, striking a balance between power and playfulness.
“We used this idea of manga-style [or] Studio Ghibli films, those optimistic movies where you feel like you’re in another world,” Hammoud said. “We wanted to communicate power and dynamism with the vehicle, but also capture that ‘sitting down Sunday morning watching cartoons with your kids’ vibe.”
The Power of the Unreal Engine
These ambitious visuals are powered by the Unreal Engine, a 3D graphics platform renowned in the gaming industry. By leveraging this technology, Rivian can dynamically render each vehicle’s unique characteristics, from its paint color to its wheels. Hammoud noted that this approach streamlines the design process, replacing the need for thousands of static images with a system that adapts in real time.
“It was really important to us that whatever car you have, it’s the right set of wheels and the right color [on the screen],” Hammoud said. “If we had to create… an image for every single [Rivian color or option], that’s thousands and thousands of images.”
Creating a Distinctive Identity
Hammoud emphasized that Rivian’s approach stands in stark contrast to other automakers who favor aggressive, utilitarian designs. Rivian’s vehicles—and their interfaces—are meant to look approachable and friendly.
“When you look at trucks, their faces are very aggressive, very angry,” Hammoud explained. “Purposely, we’re like, ‘All right, well, we don’t need a big grill.’ We want it to look inviting. Look at our headlight shapes. Our vehicles have a friendly look.”
Looking Ahead
The new software debuted this summer on the 2025 R1S and R1T models and is also available via over-the-air updates for earlier vehicles. Rivian continues to refine its interface, recently introducing themed visuals inspired by pop culture classics like Back to the Future and Knight Rider. While Hammoud remained tight-lipped about future updates, he hinted that exciting changes are on the horizon.
“We have some new updates that are coming next year on R1 that I’m excited to share, some special editions,” he teased. “I’ll leave it at that.”