Rivian Hires Greg Revelle as Chief Customer Officer Ahead of R2 Launch

Rivian has appointed Greg Revelle as Chief Customer Officer, strengthening its leadership team ahead of the highly anticipated launch of its next-generation midsize vehicles. The move comes as Rivian prepares to scale sales and marketing operations in advance of the R2 SUV’s planned debut in the first half of 2026.

Rivian taps eCommerce and auto veteran to lead customer strategy

Revelle joins Rivian with a background spanning eCommerce, retail, automotive, and travel. Most recently, he founded Revatek, a startup focused on energy storage solutions for off-grid outdoor use. His prior executive roles include leadership positions at Kohl’s, Best Buy, AutoNation, and Expedia, and he currently serves on the board of Cars.com.

In his new role, Revelle will oversee Rivian’s entire customer journey, including sales, marketing, and go-to-market operations. Rivian founder and CEO RJ Scaringe said Revelle’s experience leading large teams in fast-moving environments will be key as the company enters its next growth phase.

According to a press release, the appointment signals Rivian’s focus on tightening execution and improving the end-to-end ownership experience as it moves beyond its initial premium offerings.

Leadership move aligns with R2 launch and platform expansion

Revelle’s arrival comes at a critical moment for Rivian, which is gearing up to produce and launch the R2, a five-passenger electric SUV built on its new midsize platform. The R2 is expected to play a central role in Rivian’s strategy to reach a broader customer base, with pricing and positioning aimed well below its current R1 lineup.

The midsize platform will also underpin the upcoming R3 models, giving Rivian a scalable foundation for higher-volume production. Revelle said he was drawn to Rivian’s emphasis on software-defined vehicles and AI-driven systems, as well as its ability to balance daily usability with outdoor capability.

As Rivian transitions from niche volumes to mass-market ambitions, aligning product, marketing, and customer operations will be critical. The addition of a dedicated Chief Customer Officer underscores how seriously the company is taking that challenge as it heads into what could be its most consequential launch cycle yet.

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