Being in the auto industry means always keeping an eye on trends, checking in on competitors, and watching what’s happening in the market. Honestly, I just enjoy automotive YouTube, so it was a nice surprise this week to see Doug DeMuro at Pebble Beach interviewing Rivian CEO RJ Scaringe.
Over the years, Kelly and I have both been intrigued by the Rivian pickup truck. Its size and capabilities make it a smart choice compared to other EVs. Rivian also made a key decision early on: design their pickup to look like what the American public expects a truck to look like. With familiar proportions and a usable bed, it feels approachable. Tesla, on the other hand, went in a radically different direction with the Cybertruck—essentially a stainless-steel triangle—that turned many buyers away.
The Identity Crisis
Traditionally, pickups have been viewed as blue-collar work vehicles. But over the past decade, more and more buyers are willing to spend big money on them—especially when they come with luxury features. Rivian clearly sees this trend, which is why their high-end display at Pebble Beach made sense.
Still, something felt off. Their presentation leaned heavily into modern luxury, which risks alienating everyday consumers. At the end of the day, a pickup is still a utility tool. And while Rivian’s trucks are impressive, they don’t come cheap. The R1T starts at $70,990 and can easily cross the $100,000 mark with the R1T Tri. That puts them well outside the average American’s budget.
Price Matters
Yes, Rivians are expensive. And while they deliver incredible technology and capability, the pricing makes them feel less like work trucks and more like luxury toys. This is why I’d love to see Rivian show up at more mainstream auto shows—places like the Chicago Auto Show—where they could connect with the everyday buyers they’ll eventually need to win over.
Maybe Rivian Has It Right?
On the other hand, maybe Rivian knows exactly what it’s doing. The EV revolution is still in its early stages, and for now, electric vehicles are expensive. Over time, the used market will bring prices down. Our neighbor’s 16-year-old son just bought a used Tesla Model 3 because the pricing and tech finally made sense for their family. Rivian may be playing the same long game: establish the brand as premium, then let the used market open the door to the broader truck-buying crowd.
Either way, Rivian is a fascinating company to watch. The question remains: will they lean into their blue-collar utility DNA, or continue building an identity as a luxury EV truck brand?
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