RIVIAN CEO WANTS APPLE AND NIKE COMPARISONS, NOT TESLA ONES

Rivian CEO RJ Scaringe is trying to move the conversation around Rivian away from the obvious Tesla comparison and toward a different kind of ambition: becoming a brand associated with design, loyalty, and lifestyle in the same way as Apple or Nike.

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The comment reveals how Rivian wants to define itself as the electric vehicle market matures. For years, every EV startup was measured against Tesla. That made sense when Tesla was the company proving electric cars could be desirable, profitable, and technologically advanced. But Scaringe appears to be arguing that Rivian’s long-term value will depend less on chasing Tesla directly and more on building a distinct identity around adventure, utility, software, and community.

RIVIAN DOES NOT WANT TO BE “THE NEXT TESLA”

Rivian entered the market with electric trucks, SUVs, and delivery vans, giving it a very different starting point from Tesla’s early sports cars and sedans. Its R1T pickup and R1S SUV were designed around outdoor use, families, gear, camping, and off-road capability rather than pure performance or minimalism.

That positioning has helped Rivian develop a loyal customer base, but it has also kept the company in Tesla’s shadow. Investors, analysts, and consumers often compare EV makers using Tesla as the default benchmark: production scale, margins, software, charging access, autonomy, and valuation.

Scaringe's Apple and Nike references suggest he wants Rivian judged by a broader standard. Apple is admired for ecosystem control, design, customer loyalty, and product experience. Nike is built around identity, aspiration, and emotional connection. Rivian wants to be seen through that lens: not just as a manufacturer of electric vehicles, but as a brand people choose because it reflects how they want to live.

THE APPLE COMPARISON IS ABOUT EXPERIENCE