{"id":4798,"date":"2025-12-18T12:22:51","date_gmt":"2025-12-18T12:22:51","guid":{"rendered":"https:\/\/microvibenews.com\/?p=4798"},"modified":"2025-12-18T12:22:51","modified_gmt":"2025-12-18T12:22:51","slug":"rivian-ceo-midprice-ev-sales-are-still-50-tesla-and-thats-not-a-reflection-of-a-healthy-market","status":"publish","type":"post","link":"https:\/\/microvibenews.com\/?p=4798","title":{"rendered":"Rivian CEO: Midprice EV sales are still 50% Tesla and ‘that’s not a reflection of a healthy market’"},"content":{"rendered":"

<\/p>\n

It\u2019s not that Americans don\u2019t want electric vehicles, according to the chief executive of American EV-maker Rivian. It\u2019s just that they don\u2019t have many good options.<\/p>\n

\n

At the Fortune Brainstorm AI conference in San Francisco earlier this month, Rivian CEO RJ Scaringe pointed to the scant choices consumers have in picking a midprice EV, noting that Tesla has continued to dominate sales, making up about 50% of the market share, with few other competitors making an impression.<\/p>\n

\u201cThat\u2019s not a reflection of a healthy market with lots of choice,\u201d Scaringe said. \u201cIf you think of it as a consumer, you have 300 different internal combustion engine choices at that price or lower, and you have maybe one highly compelling EV choice.\u201d<\/p>\n

EV demand in the U.S. has continued to lag behind other parts of the world, making up just about 5% of new car sales, according to November data from Edmunds. In China, meanwhile, EVs make up more than 50% of the auto market share, China Association of Automobile Manufacturers data shows. Battery-electric cars make up about 16% of the EU market share, per the European Automobile Manufacturers\u2019 Association.<\/p>\n

U.S. automakers are feeling the squeeze from middling demand, with Ford pivoting away from heavy EV investment, citing lackluster American interest. It announced this week it would take a $19.5 billion charge and refocus on gas- and hybrid-powered vehicles, discontinuing some larger EV models.<\/p>\n

Sparking American\u2019s EV curiosity<\/strong><\/h2>\n

Scaringe hopes his automaker\u2019s own focus on more affordable EVs can rev up demand in the sector. Rivian\u2019s R1, a seven-seat premium SUV, starts at about $70,000 and can run up to about $120,000. The R2, expected to launch in the first half of next year, will have a $45,000 price tag.<\/p>\n

\u201cWe see, with R2, an opportunity to really bring a whole host of new customers that haven\u2019t had a choice that\u2019s electric that really appealed to them yet,\u201d Scaringe said.<\/p>\n

Price appears to be at the forefront of the CEO\u2019s mind. While automakers like Ford said the end of the $7,500 EV tax credit tempered demand for new cars, Scaringe reportedly took a different perspective. In a memo to employees, reported by the Wall Street Journal<\/em>, Scaringe said the end of the incentive puts pressure on EV companies, including Rivian, to lower prices.<\/p>\n

But increased competition has not always been greeted so fondly. Canada imposed a 100% tariff on Chinese EVs in 2024, hoping to protect the burgeoning domestic market of electric cars.\u00a0 Scaringe, however, sees room for his rivals in the U.S.<\/p>\n

\u201cI really think the constraint isn\u2019t the demand side. I think it\u2019s the supply side,\u201d Scaringe said. \u201cI do think that the existence of choice will help drive more penetration, and it actually creates a unique opportunity in the United States.\u201d\u00a0<\/p>\n<\/div>\n

#Rivian #CEO #Midprice #sales #Tesla #reflection #healthy #market<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s not that Americans don\u2019t … <\/p>\n","protected":false},"author":1,"featured_media":4799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[884,529,2090,2843,33,4513,4514,2160,2601,402,853],"_links":{"self":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts\/4798"}],"collection":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4798"}],"version-history":[{"count":0,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/posts\/4798\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=\/wp\/v2\/media\/4799"}],"wp:attachment":[{"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microvibenews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}