Inside Rivian's design factory and the story behind those distinct headlights

Rivian has made significant strides in the electric vehicle market since it introduced the R1T, one of the first all-electric pickup trucks, in 2018. Following the success of the R1T, the company launched the R1S SUV, establishing a dedicated following that resonates with adventure and outdoor enthusiasts. Now, Rivian is gearing up for its next phase with the introduction of the R2, a more compact version of the R1S, and the R3, a hatchback inspired by rally racing. Jeff Hammoud, Rivian's Chief Design Officer, shared insights with CNBC about the R3's unexpected design direction, noting that many were taken aback by the decision. "It’s not something that I think a lot of people would have guessed that Rivian would have done… and that was the key thing we were trying to show, we're not pigeonholed to one form factor," he explained. The R2 and R3 models, unveiled in March of last year, reflect Rivian's strategy to attract a wider audience for its electric vehicles, which currently start at approximately $70,000. The R2 is anticipated to have a starting price around $45,000 and is set to enter production by the end of this year at the company’s manufacturing facility in Normal, Illinois. Hammoud elaborated on the design philosophy for the R2, stating, "While R1 was designed through addition, we had to look at R2 through subtraction. What are the things we can remove or take away, but still keep the ethos of the product and the brand?" Despite facing challenges such as declining demand, increased costs, and the cancellation of the EV credit in the U.S., Rivian remains optimistic. The company is making a substantial investment in a new $5 billion factory in Georgia, aimed at scaling up production for its upcoming models. CEO RJ Scaringe emphasized the significance of this facility, stating, "We're first launching R2 at our facility in Illinois, but this is really the site where we'll scale global production. We're building this into a 400,000 unit plant." In a rare opportunity, CNBC gained access to Rivian's design lab in Irvine, California, showcasing how the company innovates its unique vehicle designs. This includes the story behind its iconic headlights, which initially sparked mixed reactions. John Voelcker, a contributing editor at Car and Driver, reflected on their controversial reception. "They were controversial. It took a while for people to get over it. I think it was smart in that it's harder to make your truck distinctive," he noted. Watch the video to explore Rivian's design philosophy and its ambitions to expand its adventure-themed electric vehicle lineup.