Rivian CEO should NOT be the Marketing Guy!

I’m a huge fan of RJ Scaringe as a CEO. The guy is clearly brilliant, thoughtful, and has one of the most ambitious visions in the EV space. But honestly? Rivian’s biggest weakness right now is how they sell that vision.

Every time RJ talks about why people should be excited about Rivian, the answer sounds like an engineer reading a product spec sheet. A reporter recently asked why Rivian matters, and the response was basically “great packaging.” Seriously?

The problem is RJ is a hardcore geek trying to market a revolutionary company with zero emotion or energy. Meanwhile, Rivian should be inspiring people about the future of transportation, adventure, software, AI, autonomy, energy ecosystems; the whole vision.

Instead, the messaging feels flat, corporate, and forgettable.

I honestly think this is part of why Rivian is getting crushed. Investors and consumers buy into stories and excitement as much as products. Rivian has the products. What they lack is a compelling narrative people can rally behind.

And the recent marketing leadership hire doesn’t exactly scream “next-level visionary branding” either.

Rivian doesn’t have a product problem. They have a marketing and storytelling problem.

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