Rivian Partners With YouTuber Mark Rober’s CrunchLabs

Rivian has announced an exclusive partnership with CrunchLabs, the STEM-focused company founded by YouTube creator and engineer Mark Rober, in a multi-phase collaboration aimed at showcasing the science and engineering behind Rivian’s electric vehicles.

The partnership will span digital content, live events and nationwide retail activations over the coming year.

Engineering meets science storytelling

Under the agreement, Rober and CrunchLabs will produce original content exploring Rivian’s technology, manufacturing processes and real-world applications. Rober is known for breaking down complex engineering concepts into accessible, family-friendly videos, and the collaboration is designed to highlight the science behind Rivian’s EV platforms, autonomy systems and safety features.

Both companies said the partnership reflects a shared belief that engineering can solve practical challenges while inspiring future innovators, according to a Rivian Stories post.

Rather than focusing solely on product marketing, the effort aims to give consumers a behind-the-scenes look at how Rivian develops and builds its vehicles.

SXSW kickoff and R2 spotlight

The collaboration will officially launch on March 13 at SXSW during an event at the Rivian Electric Roadhouse. Rivian Founder and CEO RJ Scaringe will join Rober on stage for a live session featuring one of Rober’s signature demonstrations followed by a discussion about product development and creativity.

As Rivian prepares to introduce new models such as the R2, the partnership is expected to expand into additional digital features and family-oriented activations at Rivian retail locations nationwide.

The initiative positions Rivian’s technology narrative around hands-on science storytelling, leveraging Rober’s large online audience to make advanced EV engineering more approachable.

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