How RJ Scaringe Is Driving Rivian Straight At Elon Musk

With sales of costlier electric cars cooling, Rivian CEO RJ Scaringe is going to woo consumers with a smaller SUV and a smaller $45,000 price tag.<br /><br />A storm is brewing on a chilly, gray winter day in Palo Alto, California. Still, RJ Scaringe is in a great mood as he power walks through Rivian’s leafy Silicon Valley campus, with one “let me show you this — it’ll just take 30 seconds” after another.<br /><br />The 41-year-old CEO and founder of the most-promising of the baby Teslas (including Lucid, Fisker and Nikola) established the company in 2009 soon after getting a Ph.D. in engineering from MIT. Rivian had a rocky start when it launched production in late 2021, a historically tough time to start an auto company. Elon Musk predicted in 2022 that Rivian (and Lucid) would go bankrupt. It didn’t.<br /><br />Read the full story on Forbes: https://www.forbes.com/sites/alanohnsman/2024/02/20/how-rj-scaringe-is-driving-rivian-into-the-ev-mass-market/?sh=7c74ebc141bd<br /><br />Forbes Daily Briefing shares the best of Forbes reporting on wealth, business, entrepreneurship, leadership and more. Tune in every day, seven days a week, to hear a new story. Subscribe here: https://art19.com/shows/forbes-daily-briefing<br /><br />Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:<br /><br />https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript<br /><br />Stay Connected<br />Forbes newsletters: https://newsletters.editorial.forbes.com<br />Forbes on Facebook: http://fb.com/forbes<br />Forbes Video on Twitter: http://www.twitter.com/forbes<br />Forbes Video on Instagram: http://instagram.com/forbes<br />More From Forbes: http://forbes.com<br /><br />Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.