Rivian CEO Takes Top Marketing Role in Shakeup Ahead of R2 Launch
Rivian CEO takes top marketing role in shakeup ahead of R2 launch — a bold move that signals a major shift for the electric vehicle (EV) startup as it gears up for one of its most critical product rollouts yet. Founder and CEO RJ Scaringe has officially stepped in as interim Chief Marketing Officer, overseeing the company’s branding and customer engagement efforts while preparing for the highly anticipated R2 SUV.
RJ Scaringe Steps Into New Role Ahead of R2 SUV Launch
Scaringe announced the leadership shakeup in an internal email to employees on Thursday, explaining that Rivian is undergoing a strategic restructuring to streamline operations and strengthen its go-to-market strategy. The restructuring includes a significant workforce reduction of more than 600 employees, marking Rivian’s third round of layoffs in 2025.
The decision comes as Rivian aims to position itself more competitively before the R2 SUV’s debut — a mid-sized, more affordable electric vehicle that could dramatically expand the company’s customer base.
Inside Rivian’s Executive Reshuffle
As part of the reorganization, Scaringe will temporarily lead the company’s marketing division. The heads of Rivian’s “marketing experiences” and creative studio teams will now report directly to him. This marks the first time Rivian has formally established a Chief Marketing Officer position, signaling the brand’s increased focus on storytelling, community building, and brand loyalty.
A Rivian spokesperson declined to comment on Scaringe’s total number of direct reports, though Scaringe previously told the Decoder podcast that it was already “a large number.”
Layoffs and Restructuring to Drive Efficiency
The layoffs represent about 4.5% of Rivian’s workforce and are part of a larger effort to achieve profitability. Earlier this year, Rivian cut around 140 roles from its manufacturing division, followed by a similar reduction in its sales and service operations.
“These changes, while difficult, are necessary to ensure Rivian’s long-term success,” Scaringe wrote in his company-wide email. He cited external pressures, such as the loss of the federal EV tax credit, higher tariffs introduced by the Trump administration, and broader challenges facing clean energy projects in the U.S.
Preparing for the R2 Launch: A Defining Moment
The upcoming R2 launch is widely viewed as a make-or-break moment for Rivian. Positioned below the premium R1 lineup, the R2 SUV is expected to target a broader consumer segment — potentially rivaling Tesla’s Model Y and Ford’s Mustang Mach-E in the mid-range EV market.
By personally overseeing marketing strategy, Scaringe is doubling down on ensuring that Rivian’s next vehicle connects emotionally with consumers while standing out in a crowded EV landscape.
Why Rivian’s Marketing Shift Matters
This leadership move highlights how deeply Scaringe is involved in Rivian’s brand evolution. With marketing now directly under his supervision, Rivian could shift toward a more unified, storytelling-driven approach — something the company has often been praised for but struggled to scale.
The timing suggests that Scaringe wants tighter alignment between the company’s mission — sustainable adventure and innovation — and how it communicates those values to potential buyers.
Rivian’s decision to have its CEO lead marketing signals a high-stakes commitment to precision and authenticity ahead of the R2 rollout. If the strategy works, it could redefine how EV startups approach brand management and customer engagement in an increasingly competitive market.
For now, all eyes are on Rivian’s R2 launch — and how Scaringe’s direct involvement in marketing will shape the company’s next chapter.
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