At a glance
- Greg Revelle named Rivian’s chief customer officer, effective Jan. 12, consolidating sales, marketing, and operations.
- Focus is on launching the midsize R2 SUV to expand Rivian’s customer base in the U.S. and Europe.
- R2 deliveries targeted for the first half of 2026; production at Rivian’s Normal, Illinois plant.
- Rivian plans advanced driver-assistance hardware (cameras, multiple radar, and first-time lidar) to arrive on R2 at the end of 2026.
- Backdrop includes softer EV demand and continued financial pressure as Rivian scales.
Role and scope
- Revelle will lead end-to-end commercial strategy as Rivian shifts from early-adopter products to higher-volume offerings.
- Centralizes go-to-market functions to align customer acquisition, brand messaging, and delivery operations for the R2.
R2 launch plan
- Positioned as a more affordable midsize SUV aimed at broader audiences.
- Production at the existing Normal, Illinois facility to leverage current manufacturing and manage costs.
- International expansion includes Europe, adding complexity in sales channels and regulatory compliance.
Technology roadmap
- Rivian highlighted new driver-assistance tech at its “Autonomy & AI Day,” including a higher-resolution sensor suite and an AI-driven software stack.
- Gen 2 and Gen 3 vehicles receive the new hardware first; R2 slated to get it toward the end of 2026, after initial deliveries.
- Approach supports over-the-air updates and evolving features, requiring careful customer education and support readiness.
Market and financial context
- The article notes EV demand cooled after federal incentives expired on Sept. 30.
- Rivian reported a Q3 net loss of $1.17 billion and a $130 million automotive gross loss, reflecting scaling and investment costs.
Why it matters
- Centralized leadership provides a single point of accountability for demand generation, order conversion, and delivery performance.
- Clear messaging and expectation-setting are needed around R2 tech timing, potential retrofits, and model-year feature differences.
- Coordinating manufacturing, sales, and service is critical as the R2 moves into a crowded midsize EV segment.
Background on Greg Revelle
- Board member at Cars.com; founded Revatek (ceased operations Jan. 2) focused on charging hardware for marine, RV, and off-grid uses.
- Held leadership roles at Best Buy, AutoNation, and Expedia, bringing omnichannel and automotive experience.
Next milestones
- Finalize market launch plans and prepare the Normal plant for R2 production.
- Begin initial customer deliveries in the first half of 2026.
- Introduce the updated driver-assistance hardware for R2 at the end of 2026.
