Rivian Launches 'Ghostbusters' Halloween Mode and Ecto-R1 Tribute

Key points

• Bill Murray reprises his role as Dr. Peter Venkman in a new commercial for Rivian, directed by Gil Kenan, co-writer of 'Ghostbusters: Afterlife' and 'Frozen Empire.'
• The commercial features the 'Ecto-R1,' a custom Rivian R1 built by the Special Projects team, which includes a red stripe, no-ghost logos, and a roof rack with vintage emergency lights and sirens.
• A 'Halloween Mode' software update is available for R1 and R2 owners from October 9 to November 2, 2026, requiring specific software versions (2026.36.0 for R1, 2026.36.40 for R2).
• The update includes a 'Trick or Treat Mode' that triggers exterior lights and audio, a 'Mallow Mash' arcade game, and themed lighting and sound effects inspired by characters like Slimer and Proton Packs.
• Physical Ecto-R1 builds will be displayed at select retail locations in New York, Los Angeles, Austin, and other cities, with additional appearances at the NYC Village Halloween Parade and a Menchie’s Frozen Yogurt popup.

Background

This collaboration follows a trend of seasonal automotive promotions, but stands out for its high-profile celebrity involvement and detailed physical vehicle customization. It also coincides with other Ghostbusters-related news, such as the 40th anniversary of 'The Real Ghostbusters' and new merchandise releases.

How outlets are covering it

Ghostbusters News emphasizes the nostalgic appeal of Bill Murray's return and the detailed craftsmanship of the Ecto-R1. Top Gear focuses on the technical aspects of the electric vehicle and the over-the-air software update, noting the absence of traditional mechanical parts. Car and Driver and Road & Track highlight the interactive features of the Halloween Mode, such as the 'Mallow Mash' game and motion-triggered effects. All sources agree on the dates and locations of the physical displays but differ in their emphasis on the commercial versus the software features.

Why it matters

This collaboration demonstrates how automakers are using pop culture and software updates to engage customers and create buzz around their electric vehicles. It also highlights the enduring popularity of the Ghostbusters franchise and the potential for cross-industry partnerships to drive brand awareness and sales.

What to watch

Owners can expect the Halloween Mode to remain active until November 2, 2026. Rivian may continue to release seasonal updates or collaborations in the future, and the physical Ecto-R1 builds may tour additional locations or be featured in other promotional events.