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The Rivian R2 has continued to generate strong interest ever since the company unveiled it in March 2024. Smaller, more affordable, and still well-equipped compared to its rivals, the R2 stands out as an appealing choice even for those who may not be actively shopping for an electric vehicle. Nonetheless, Rivian as a brand remains somewhat unfamiliar to mainstream car buyers.

RJ Scaringe, the founder and CEO of Rivian, is fully aware that the R2 SUV has the potential to appeal to new customers. To meet the anticipated rise in demand, Rivian is rapidly scaling up its production capacity. In an interview with Road & Track during the first drive event of the R2, Scaringe discussed the company’s expansion strategy and his confidence in Rivian’s plans to sell hundreds of thousands of units annually.

Until now, every Rivian model has been manufactured at the company’s facility in Normal, Illinois, which previously produced the Mitsubishi Eclipse, Plymouth Laser, and Eagle Talon. This plant will continue to assemble the larger R1 models but will also handle R2 production until Rivian’s new $5 billion factory near Atlanta, Georgia, becomes operational. The Illinois plant currently has a maximum annual capacity of 160,000 vehicles, which is significantly higher than current production volumes. In 2025, Rivian built just over 42,000 vehicles across its R1 and commercial product lines. However, once the Georgia facility is completed in 2028, Rivian plans to ramp up production there to an annual capacity of 300,000 units.

Scaringe emphasized that Rivian will not immediately reach full-scale production levels comparable to established manufacturers like Toyota. He acknowledged the challenges of building a robust supply chain and increasing brand recognition to sustain such high demand. According to him, early adopters and existing customers will play a crucial role in driving this growth.

“There are still many people in the United States who haven’t yet experienced our brand,” said Scaringe. “One of the great things about how this is progressing is that, with all the excitement around the R2 and the strong built-in demand, we don’t need to rush or make irrational moves to create instant brand awareness. We can allow it to happen naturally—through our marketing efforts and communication of the vehicle’s capabilities, but also powerfully through word of mouth, from friends, and from people seeing it and asking, ‘What is that?’”

Amid the changing regulatory landscape around electric vehicles since the R2’s debut, Scaringe was asked about the general public’s interest in EVs in the U.S. Although he admits his perspective is naturally biased, Scaringe has long argued that the issue isn’t consumer disinterest but rather that automakers have failed to offer EVs that match the appeal and practicality of traditional vehicles. This is particularly relevant in a country where SUVs dominate buyer preferences.

“It’s not really surprising,” Scaringe said, “that if a large automaker spent $20 billion launching a range of mediocre products that didn’t perform well in the market, they wouldn’t admit, ‘We missed the mark with these.’ Instead, they’d say the market doesn’t want EVs. It’s easy to see how that narrative develops.”

He went on to explain, “We believe the market is eager for EVs—or more accurately, eager for great vehicles. The fact that R2 happens to be an EV is secondary. It accelerates faster than a Porsche 911, it’s more capable off-road than nearly anything in its price range, and it offers more storage than any other vehicle in its class, electric or otherwise. It’s stylish, fun to drive, and packed with unique features.” Scaringe added, “When we consider the EV market, we’re not simply targeting Tesla Model Y buyers. Sure, some will switch, but more importantly, around ninety-four percent of buyers haven’t had an EV option that fits their preferred format. The Model Y, for instance, is more of a crossover than a true SUV. It’s a fantastic vehicle—I’ve owned one—but many American customers are looking for a highly practical, genuine SUV.”

Scaringe’s confidence in the R2 is evident. He firmly believes this SUV represents the first truly compelling electric option for mainstream buyers outside of Tesla’s lineup. He appears ready to stake Rivian’s future on that conviction.

“I believe the R2 marks the first real alternative to Tesla—where the electronics, software, and engineering have all been built from the ground up with an EV-first philosophy,” Scaringe said. “Its driveline and on- and off-road dynamics are exceptionally well-balanced, and its efficiency leads the segment. We’re betting the company on this—we’re not aiming to sell 25,000 units; we’re planning to sell hundreds of thousands. That expectation reflects our belief that the market will respond to a vehicle of this scale.”

Although Rivian doesn’t anticipate immediately producing 300,000 R2 units annually, the model serves as a stepping stone toward the brand’s upcoming lineup to be produced at the Georgia plant. This future range will include the much-anticipated R3 and R3X, along with several new models yet to be revealed. “In Georgia, we have a few variants,” Scaringe explained. “There’s the R2, the R3, and several others we haven’t even hinted at yet. You’ve seen the R3X—there’s more to come in both the R2 and R3 families, and eventually, we’ll introduce the R4 and R5, which we haven’t shown yet. Our chief design officer, Jeff Hammoud, wanted to reveal them today, but I told him no—he doesn’t like it when I mention R4 or R5.”

After spending time behind the wheel of the R2 during its first drive event in Utah, it’s clear that Rivian will likely have no trouble attracting buyers for its latest electric SUV. If sales perform as expected, they could accelerate the arrival of the highly anticipated R3X that enthusiasts have been waiting to see for years.