Rivian's R2 SUV Finally Hits the Market

Aiming for the Stars: Rivian's Ambitious Production Targets

Rivian has finally revealed that the first customers of the company's new R2 SUV will get their vehicles on June 9. The automaker has spent the last few months ramping up its efforts to release the R2, which is more affordable and aimed at a larger market than its current R1 lineup.

A More Affordable Option

The new SUV will initially be available in a trim that starts just under $60,000, though Rivian has announced plans to release a "standard" version that starts at $48,490 in 2027. The company has teased an even more affordable version "starting around $45,000" late next year — a price tag Rivian has promoted since the R2 reveal in 2024.

High Expectations

Rivian has high expectations for the R2. Founder and CEO RJ Scaringe has said it is "maybe the most important thing we’ve launched to date." The company is betting on an extremely fast ramp-up, with as many as 25,000 vehicles delivered by the end of this year.

Turning a Profit

Ultimately, Rivian hopes the R2 and its hatchback sibling, the R3, will help the company turn a profit for the first time since its founding in 2009. With its ambitious production targets and affordable pricing, the R2 SUV is poised to make a big splash in the market.