The all-electric truck and SUV market will kick off this summer when deliveries begin for those who pre-ordered a Rivian R1T or R1S. Like the vehicles themselves, Rivian aims to disrupt the automotive market with a completely new and far more personal way of buying.

The Rivian Guide program has just been established to make the purchasing process incredibly simple and enjoyable. There is no high-tech online program but rather good old-fashioned customer service from an actual human being. When placing an order, customers will be put in direct touch with a Rivian Guide employee who's undergone extensive product training.

Rivian buyers will receive a direct phone number and email address for their personal guide, allowing them to call, text, and email them at any time with any question they may have. There is no annoying automated menu or being asked to hold for the next available representative. Rivian appears to be quite selective about which employees were chosen for the program.

For starters, all of them are based in Normal, Illinois where the production plant is located. Guides have a deep familiarity with the vehicles thanks to having regular access to designers, engineers, and company executives. If they don't have an immediate answer to a customer's question, it won't be hard to get it.

They will also be able to provide explanations regarding features during the configuration stage. Rivian is still putting its guides through extensive training that'll end in May.

The first graduating class will begin reaching out to those who've placed pre-orders, first and foremost Launch Edition buyers. Anyone spending a minimum of $75,000 on a new vehicle deserves immediate attention. But what's great is that you don't have to be a Launch Edition buyer to work with a Rivian Guide. This personalized service doesn't exist elsewhere (buying a new Bugatti or Pagani doesn't count) and it'll be interesting to see if rival automakers will implement their own similar programs.