Rivian R2 Targets Europe With Affordable Price and Premium Design

Rivian is betting on the upcoming R2 SUV to spearhead its global push, with plans to launch in Europe, including right-hand drive markets like the UK. Expected to start around $45,000 in the U.S. (or €40,000–€50,000 in Europe), the R2 blends affordability with premium appeal.

CEO RJ Scaringe stated the model is key to transforming Rivian from a North America-focused startup into a global EV contender.

Smaller R2 designed for scale and expansion

The R2 will ride on Rivian’s new midsize platform and be offered in single-, dual-, and tri-motor configurations. Production is slated to begin in the first half of 2026 at a new multi-billion-dollar factory in Georgia, alongside Rivian’s existing Illinois plant, according to Carscoops. The vehicle is positioned to be a high-volume seller, helping Rivian broaden its reach beyond its current R1T pickup and R1S SUV.

For Europe, Rivian will adapt its tooling to build right-hand drive versions, a first for the brand. The move signals Rivian’s intent to compete in established EV markets where affordability and efficiency play critical roles. By targeting a starting price that undercuts premium rivals, Rivian hopes to make the R2 an attainable entry point while still maintaining its reputation for innovation and quality.

Balancing attainability with aspirational appeal

Scaringe emphasized that Rivian’s upcoming R2 and smaller R3 models are designed to balance price accessibility with a premium experience. “Often, when you see the price go down, you see the desirability drop off,” he said. “But this is what makes our R2 and R3 so interesting: they’re inviting and attainable in their pricing, but they still feel very special.”

The R2’s European entry is expected to lay the groundwork for Rivian’s global growth. The R3, which will follow at a slightly lower price point, is also likely to be offered internationally. With strong competition in Europe from Tesla, BYD, and Volkswagen, Rivian’s success will hinge on whether its affordable premium positioning resonates with buyers.

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