Rivian Launches Ghostbusters-Themed Halloween Mode and Ecto-R1 Builds

Key points

• Rivian's 2026 Halloween Mode, available October 9 to November 2, features a Ghostbusters collaboration with Sony Pictures, including a dedicated in-vehicle app, themed lights, sounds, and a scavenger hunt.
• The update, requiring software versions 2026.36.0 (R1) and 2026.36.40 (R2), includes a 'Trick or Treat Mode' that transforms the vehicle's displays, lights, and sounds, with some features available via the mobile app.
• Rivian's Special Projects team built six custom 'Ecto-R1' vehicles based on the R1S, featuring replica props, a ghost trap in the front trunk, and vintage emergency lights, displayed at retail locations in San Francisco, Laguna Beach, Venice, Austin, Miami, and New York.
• The update includes a 'Mallow Mash' mini-game, a scavenger hunt for hidden characters, and themed lock sounds, with Bill Murray starring in a promotional spot produced by Bob Industries and directed by Gil Kenan.
• Rivian's Chief Software Officer, Wassym Bensaid, highlighted the update as a showcase of the company's vertically integrated hardware and software, allowing for real-time, immersive experiences in the vehicle.

Background

Rivian has a history of seasonal software updates, including Knight Rider and Back to the Future themes in previous years. The company recently rolled out RivianOS 2.0 in September 2026, which included a UI redesign and new features. The Ghostbusters collaboration is part of a broader Halloween celebration, including retail events and community activities.

How outlets are covering it

Rivian emphasizes the technical capabilities of its vertically integrated hardware and software, highlighting the update as a showcase of its technology. MotorTrend focuses on the physical Ecto-R1 builds and the extensive Easter eggs in the software, noting the collaboration's scale. RivianTrackr, an independent outlet, provides detailed coverage of the update's features and the community response. All sources agree on the update's scope and the collaboration with Sony Pictures, but Rivian and MotorTrend place more emphasis on the physical builds, while RivianTrackr focuses on the software features and community engagement.

Why it matters

The Ghostbusters collaboration demonstrates Rivian's ability to leverage its vertically integrated hardware and software to create unique, immersive experiences for its customers. The update and physical builds enhance brand engagement and community involvement, potentially driving sales and brand loyalty. The collaboration also highlights the growing trend of automakers using software updates to create seasonal and themed experiences, moving beyond traditional vehicle features.

What to watch

Rivian will continue to promote the Halloween Mode and Ecto-R1 builds through retail events and community activities until November 2, 2026. The company may release additional updates or collaborations in the future, leveraging its vertically integrated technology to create new experiences. The success of the Ghostbusters collaboration could influence future seasonal updates and partnerships.