Rivian May Be a Mess, But Its Starter SUV Looks Like Savvy Strategy
The embattled EV startup unveiled its third vehicle on Thursday — a $45,000 SUV aimed squarely at the middle of the market — and teased a fourth.
RJ Scaringe, chief executive officer and founder of Rivian Automotive Inc., unveils the Rivian R2 electric vehicle on March 7.
Photographer: Kyle Grillot/BloombergWhen RJ Scaringe first set out to build Rivian Automotive Inc., he didn’t want a paint shop.
The auto entrepreneur figured that if his startup were to survive in an industry of corporate Godzillas, he’d have to be scrappy; and painting is one of the most expensive steps in making a contemporary car. Scaringe didn’t want to stamp metal, either. The plan was just to order some prefabricated body panels, keep costs low and produce a car that would appeal to the mass market, according to dozens of interviews with Rivian’s first employees and advisors. Plan B was similar: a bare-bones, desert-ready pickup.