In developing an electric truck, Rivian Automotive has promised to reset expectations about a market segment that has been short on innovation for decades. At least that’s what R. J. Scaringe, CEO of the Detroit-based start-up, told Teslarati reporter Christian Prenzler (2018).
The R1T, a close-to-production concept unveiled at the Los Angeles auto show, does display a number of interesting features, such as a front trunk and a “gear tunnel” behind the five-person truck’s cab.
Performance data provided by Rivian also sound impressive. The R1T’s quad-motor system can go from 0-to-60 mph in three seconds, drive through water three-feet deep and travel up to 400 miles without recharging. Prenzler (2018) wrote that the automaker’s goal is to “offer unrivaled off-road performance, abundant storage, and supercar-like performance.”
The R1T and a companion SUV called the R1S are described by Rivian as the “world’s first electric adventure vehicles.” This underscores the automaker’s strategy, which is to “focus on vehicles made for the outdoors, more functional than than current offerings from the likes of European carmakers, Cadillac and its startup EV competitors,” stated Automotive News reporter Jack Walsworth (2018).
This all sounds promising — at least as far as it goes. What’s disappointing is that Rivian took minimal risks when it came to the styling and size of its first two products. The R1T and R1S are strikingly similar to conventional full-sized trucks and SUVs.
One could argue that the Rivian concepts have somewhat smoother shapes than typical Detroit fare. For one thing, the Rivian’s front end has a full-width light bar rather than the usual massive, child-eating grille.
Nevertheless, the Rivian could have been far more aerodynamic if the automaker had not even tried to imitate the traditional bricks-on-wheels look. Indeed, even the Land Rover — which Rivian sees as its closest competitor — has a much more tapered front end.
The Rivian’s blocky fascia also results in a practical problem for its users — they will have to lift luggage quite high to put it into the front trunk.
Meanwhile, Rivian could have challenged the auto industry’s “bigger-is-better” groupthink by coming out with mid-sized rather than large vehicles. That would have made the Rivian more nimble and reduced power requirements.
What went wrong? My guess is that Rivian’s catsup oracles insisted that Americans were not ready to embrace that much innovation.
How unfortunate. The market is hardly static, e.g., mid-sized trucks have recently seen increased sales (. Conditions could change further over the life cycle of the Rivian’s chassis and body. Ford’s introduction of a mid-sized Ranger illustrates how major automakers possess the economies of scale to shift with market conditions. In contrast, Rivian’s first platform may very well be its one and only shot at the big leagues.
I hope Rivian succeeds. Even a timidly innovative truck is a step in the right direction. Rivian’s CEO is right — the truck market has been lacking in innovation for so long that it desperately needs disruption.
Share your reactions to this post with a comment below or a note to the editor.
RE:SOURCES
- Prenzler, Christian; 2018. “Inside Rivian’s plan to challenge Detroit and electrify the American truck & SUV.” Teslarati. Posted November 20; accessed November 26.
- Walsworth, Jack; 2018. “Rivian Automotive’s electric pickup breaks cover.” Automotive News (subscription required). Posted November 26; accessed November 26.
PHOTOGRAPHY:
- Rivian Automotive: R1T photos
I wonder who will be the first person to put a Jacuzzi in the trunk?
Good question.