Rivian CEO RJ Scaringe is charged up about the volume R2 EV

Posted by Talbot Payne on June 29, 2026

RJ Scaringe with his $45k compact SUV, the 2027 Rivian R2.

RJ Scaringe with his $45k compact SUV, the 2027 Rivian R2.

Henry Payne, The Detroit News

Park City, Utah ― For CEO RJ Scaringe, the time has come to kick Rivian into high gear.

Telsa Inc.’s success with its premium, electric, 2013 Model S sedan inspired a new generation of startup automakers not seen in a century. New brands like Bollinger, Canoo, Faraday, Fisker, Lordstown, Lucid and Scaringe’s Rivian Automotive Inc. launched in the last two decades with high hopes of leading an EV revolution.

But after introducing intriguing, halo models gobbled up by first adopters, these companies have faced the reality of sustaining capital investment and entering mainstream segments where America’s middle class shops. Tesla was first to make the transition with its wildly popular 2017 Model 3 sedan and 2019 Model Y SUV, which have sold in comparable numbers to top gas models from legacy-makers Toyota Motor Corp. and Honda Motor Co.

Now it’s Rivian’s opportunity with the R2.

After the success of the halo, $75,000 R1T pickup and $80K R1S SUV, the $45K R2 marks the Irvine, California-based brand’s entry into the mainstream market ― making Rivian only the second (after Tesla) of its startup peers to make it this far. The R2 has debuted to rave media reviews even as Scaringe faces a changed U.S. landscape with no federal sales subsidies, consumer skepticism and looming competition from new models by Slate and Chinese automakers.

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