Rivian's CEO on the R2 and what happens if it flops

RJ Scaringe sat down with Wired to talk about Rivian's new R2, an electric SUV aimed squarely at the mass market — and what happens if it doesn't land.

The R2 is Rivian's play for volume. Scaringe framed it as the company's answer to the crowded EV field, where Tesla keeps setting prices and everyone else scrambles to keep up. The interview touched on how Rivian's newer models stack up against the Cybertruck and even Ferrari's Luce, a nod to how luxury brands are now eyeing the same territory.

Scaringe was candid about the stakes. If the R2 fails, Rivian doesn't get a second chance at being the Tesla of electric trucks. The company has to prove it can build at scale without bleeding cash, and the R2 is the bet that makes that possible.

Why this matters for us: when big EV makers get pricing right, the people who actually drive — not just buy — get options. When they get it wrong, we're left with expensive cars and empty showrooms.