Immediately after a long time of preparation and billions of dollars expended on the venture, Amazon founder Jeff Bezos bought to be one particular of the very first individuals to ride a rocket designed by his other firm, Blue Origin, to the edge of house. But the function alone was also a chance for Bezos to endorse a third expense in the wider Amazon portfolio: EV startup Rivian.
Throughout the broadcast, Rivian’s electrical pickup truck and SUV could be observed shuttling Bezos and his fellow astronauts all over — an unsurprising final decision contemplating Amazon now owns additional than 10 percent of the EV startup right after foremost and participating in a number of funding rounds. The hosts of Blue Origin’s livestream created confident to let every person watching know what they ended up seeing, too.
“And below the astronauts arrive. There you see Jeff Bezos in the foreground, Oliver Daemen stepping into the Rivian,” Ariane Cornell, Blue Origin’s director of “astronaut and orbital gross sales,” cheerily said for the duration of the broadcast as the group hopped in a single of the startup’s SUVs to head to the rocket for their ride to place. Then we acquired a long, continuous aerial shot of the electric powered SUV driving toward the pad, split side-by-facet throughout an interview with Mercury 13 legend Wally Funk.
After the crew safely and securely landed an hour later, there they had been once more: a established of Rivian pickups and SUVs rumbling around the West Texas landscape to greet the not too long ago returned astronauts. (The electric powered autos had been tucked in among a several other pickup vehicles and SUVs created by Ford — which also owns more than 10 % of Rivian.)
The Rivians — very likely on mortgage, owing to the fact that they’re nevertheless putting on company plates — weren’t just there for the sake of the broadcast, either. At a single stage, Blue Origin employed the slide-out camping kitchen on a pair of Rivian pickups to cook dinner up sausages and carne asada for visitors attending the launch — an optional function that the startup has promoted a great deal in the operate-up to manufacturing.
Blue Origin is a non-public corporation, and a great deal like Virgin Galactic — which introduced founder Richard Branson to the edge of place less than two months ago — this initially mission was as significantly about promotion as it was about science or exploration. But although Branson’s event experienced a songs competition vibe, Blue Origin’s was far more in line with Bezos’ notorious calculation. It was a opportunity for him to endorse the points he programs to shell out his time on now that he’s no for a longer time Amazon CEO, like his place organization and his weather fund, and to toss a bone to the electric auto business that Amazon has dumped a bunch of income into. Most likely the only shocking point is that the shipping and delivery van Rivian is constructing for Amazon was not there, also.
It’s not like Rivian, which not long ago delayed the initial deliveries of its pickup truck and SUV to afterwards this yr, truly requirements the interest. The startup has now raised extra than $8 billion to day. Rivian has also already tested adept at coming up with its have successful cross-promotions. But Rivian is currently in the system of planning an original general public presenting, so it is feasible this display of corporate synergy performs right into the fingers of the bankers.
The commercialization of the room business has been happening for a whilst, but it is seriously ramped up in the latest decades as providers like Blue Origin, Virgin Galactic, and Elon Musk’s SpaceX matured. These corporations have established out to dominate every little thing from the “boring” duties like cargo runs and science missions to the riskier endeavors like strapping men and women inside a spaceship. They’ve recognized the benefit of the eyeballs these missions appeal to, also. Soon after all, just before SpaceX launched the first human beings to space from United States soil final yr, all those astronauts also took a promotional trip to the rocket — in a Tesla Design X.
Added reporting by Joey Roulette.