Rivian’s R2 pre-orders are starting to pick up steam. On Friday, CEO RJ Scaringe release On the X, the automaker received more than 68,000 reservations for the SUV in less than 24 hours. Amid alarmingly weak demand for electric vehicles, perhaps there is potential for innovation in EV companies when they are not dominated by the conflicting magnets of unfounded conspiracy theories and neo-Nazis’ supposed online “rights.” interest of.
Rivian’s 68,000 bookings are comparable to its best-known rivals. It took Ford about three weeks to receive 100,000 pre-orders for the F-150 Lightning. Tesla’s Cybertruck has racked up 250,000 pre-orders in less than a week. To be fair, pre-ordering the Rivian R2 only requires a $100 deposit, the same as the Cybertruck and F-150 Lightning. Customers who drop off a Benjamin holding one are not obligated to pay the remaining $44,900 (and above) when the vehicle finally arrives in 2026, giving them plenty of time to change their mind even if they plan to buy one now.
You might say that, like Tesla and Ford, Rivian chose low deposits to build hype, knowing full well that many pre-order customers wouldn’t follow through. But it also helps that Rivian’s event Thursday had everything the company needed. As Engadget’s Lawrence Bonk noted, the R2 looks “quite fascinating.” Inside, it features stylish yet subtle details like two gloveboxes, fold-folding rear and front seats, a slide-out cargo floor and dual scroll wheels with dynamic haptic feedback on the steering wheel. It doesn’t hurt that it also has a minimum range of 300 miles and a starting price of $45,000.
We’ve been blown away by the overwhelming response to our new cars, the R2, R3 and R3X.
In less than 24 hours, we have received over 68,000 R2 reservations. We’re excited to see this car resonate so strongly with our community! pic.twitter.com/tEIBhwlJQC
— RJ Scaringe (@RJScaringe) March 8, 2024
Of course, the surprising “One more thing” style reveal of the cheaper, sportier, more compact R3 and R3X could help provide a halo effect for the company at a time when it desperately needs to build excitement around its brand. In February, Rivian announced it would lay off 10% of its salaried workers, and this week it cut another 100 jobs at its Illinois plant. Still, the EV market may need a new “hero.” I don’t know if Rivian or its CEO RJ Scaringe has the potential to be the voice of the industry. But Elon Musk, its current spokesperson, is a lightning rod for unnecessary confusion.
In a Harris Poll survey of Americans late last year, 45% of respondents said they had a lower opinion of electric vehicles “because of the behavior of people associated with them.” (I’m pretty sure they weren’t referring to Ford’s Doug Field or GM’s Mary Barra.)
Perhaps Rivian’s impressive performance shows that at least some Americans are interested in an electric car maker that’s neither a traditional car company nor one run by a company that sometimes seems more interested in acting like teenage contrarians than negative investors. Responsible adults serve as the public face of the company. As climate change begins to ravage the planet, the world desperately needs to grow this industry and get people excited about driving electric vehicles.
