RJ Scaringe Explains Why Rivian Isn’t Trying to Be the Next Tesla

Rivian CEO RJ Scaringe says he ultimately wants Rivian to be viewed more like Apple or Nike than Tesla, emphasizing brand identity and customer experience over direct comparisons with the world’s largest electric vehicle maker.

Speaking at the Aspen Ideas Festival, Scaringe reflected on Rivian’s 17-year journey, the upcoming R2 SUV, and the long-term vision he believes will define the company.

Scaringe says Rivian is focused on building a lasting brand

During an interview with Fortune, Scaringe highlighted the philosophy behind the upcoming R2, Rivian’s smaller and more affordable electric SUV expected to begin deliveries next year.

While demonstrating the vehicle, he pointed to seemingly minor design details, such as the felt-lined glove compartment, as examples of the thoughtful engineering the company believes customers will notice.

“That’s the reaction we want,” Scaringe said, referring to positive early impressions of the R2. “We had to get this right and we’re happy that people are loving it.”

Looking beyond individual vehicles, Scaringe said his goal is for Rivian to develop into a brand with an identity that extends beyond its products.

“I hope the brand means more than the products,” he said. “I hope the product inspires people to do the things they love.”

Rather than measuring Rivian against Tesla, Scaringe said he hopes the company will eventually earn comparisons to brands such as Apple and Nike, whose identities are closely tied to customer loyalty and lifestyle.

Rivian continues building toward long-term growth

Scaringe founded Rivian in 2009 after completing his Ph.D. at MIT, originally studying combustion engines before deciding to focus on electric vehicles instead.

Since then, the company has experienced rapid growth alongside significant challenges. Rivian completed one of the largest initial public offerings in U.S. history in 2021, secured a commercial van partnership with Amazon, formed a multibillion-dollar software joint venture with Volkswagen, and announced plans to supply tens of thousands of autonomous-capable vehicles through a partnership with Uber.

At the same time, Rivian has navigated supply chain disruptions, software issues, production delays, pricing changes, and ongoing financial losses as it scales manufacturing.

Despite those obstacles, Scaringe said resilience has been essential throughout the company’s development.

“For any entrepreneur who’s building a complex business, you have to be comfortable being misunderstood for a while,” he said.

As Rivian prepares to launch the R2, the company is betting that a more affordable, higher-volume vehicle can help move it closer to long-term profitability while strengthening the brand Scaringe hopes will eventually stand alongside some of the world’s most recognizable consumer companies.

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