Electric Dreams & Dampened Prospects

Rivian, it seems, is attempting a rather clever repositioning. From purveyor of rather expensive toys for the discerning weekend adventurer, they’re now aiming for the decidedly more pedestrian mass market. Their upcoming R2 – a midsize SUV, frightfully common, but potentially lucrative – is directly targeting Tesla’s Model Y. A sensible move, wouldn’t you say? They’re quoting a starting price of $45,000, which, while still a considerable sum, is at least within the realm of possibility for the average motorist. Launch is scheduled for 2026, which, in the automotive world, is practically tomorrow. They even suggest it might actually turn a profit. One holds one’s breath, but cautiously.







