So apparently Rivian CEO RJ Scaringe is smelling blood and is making moves to usurp Tesla’s reign taking advantage of Elon’s political mistakes that are hurting his company. So in his public relations campaign doing interviews to promote Rivian, he seems to claim Chinese EV companies stole ideas from his EVs. He’s lucky he doesn’t face Chinese competition in the US because he wouldn’t have company left if there were. I’ve been in a Rivian. I wasn’t impressed.
I've never been in a Rivian since I'm not even sure where their Toronto dealership is (must exist somewhere, I've seen their cars around town), but I do like their car as a concept.
That being said, the guy seems like a pretty hopeless businessman.
The company has been in business for 5 years and has never made any profit on a car. This in itself is not an indictment, NIO is of similar age and has still yet to achieve profitability.
However, let's look at Rivian at a business...
Their current model is a mid-large size Pickup/SUV (not going to sell well outside North America). Their upcoming volume model will be a slightly smaller SUV. While the format of the latter is the most popular kind of car globally, it will be facing a crowded marketplace with established players. It will probably take even more money in marketing and expanding the sales/service network to achieve growth.
Distractions - Rivian recently opened a e-bike division. Why?
EV tax credits are not coming back any time soon. Trump may change his mind, but looks unlikely. All the automakers are upping their ICE production volume, this only incentives Trump to double down against EVs. How can you increase sales against this backdrop?
The second effect of the above is that it will be very difficult for Rivian to lower costs of things like battery packs as the volume won't be there. Plus he is promising new features, like custom designed SoC, LIDAR, hands-free driving software. All are expensive features that will be challenging for a loss-making company.
Tesla lost money for years, but it was a pioneer, it was expected. It was able to turn things around because there was no solid competition. This is not the environment Rivian is in now. Maybe even worse. In the last couple weeks, my newsfeed is bombarded with US media talking about Canada's China EV deal. They all think that if the more advanced models come to Canada, and Americans are exposed to them (road trips, family visits, etc.), then they will feel increasingly incensed about their own market (Even the WSJ is on board
)
I'd like to see an counterpoint to this, I really do not see Rivian as long for this world... (most likely tech will be swallowed up by VW as a major investor)