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Rivian CEO RJ Scaringe Bets on R2 As an A.I.-First EV for the Masses

The Rivian R2 is designed to bring new buyers into EVs as CEO RJ Scaringe argues the market lacks meaningful consumer choice.

Rivian has officially launched its long-awaited R2 SUV after years of development and mounting market anticipation. Smaller and more affordable than its flagship R1, the R2 is positioned as a mass-market vehicle, with projected annual sales exceeding 50,000 units. But CEO RJ Scaringe is aiming beyond volume, emphasizing that the technology powering the vehicle matters as much as the vehicle itself. “We want people looking to say it’s the best car I can buy in that price range, and by virtue of that, it’ll draw new non-EV customers who have historically been on the sidelines, because the product that spoke to them,” Scaringe told a selected group of press, including Observer, at a test-drive event in Park City, Utah, last week.

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Part of that appeal comes from Rivian’s A.I.-first approach, which the company believes will resonate with customers. Rivian has been building and training its own A.I.,........

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