Rivian has removed the “$45,000 starting price” language from its R2 product page, as the EV maker prepares to launch the compact SUV with a dual-motor trim that will carry a higher price tag than the entry-level figure the company first announced two years ago.
The wording, which had been displayed on the Rivian R2 page alongside a “Reserve” button and a “Coming 2026” notation, is no longer visible on the site.
In its place, the page now carries a countdown to a March 12 event, with the confirmation that Rivian will reveal “the full lineup.”
The removal of the price reference signals that the company founded and led by RJ Scaringe is moving to manage expectations before launch.
The production version of the R2 will debut in dual-motor configuration, which will be priced above the $45,000 threshold.
A base single-motor model is expected to arrive “shortly after,” according to Scaringe.
The 2024 Promise
The $45,000 figure dates to Rivian‘s original R2 reveal in March 2024, when the company positioned the smaller SUV as its mass-market entry point, roughly half the average selling price of its R1S.
The gap between that number and the eventual launch price is compounded by the loss of the federal $7,500 EV tax credit, which was eliminated under the current administration last September.
EU/Canada Delay
In mid-February, the company adjusted its R2 timeline for Canada and European Union markets without a public announcement, effectively delaying availability in those regions from what had been previously communicated.
When asked about Europe at a conference earlier this week, Chief Financial Officer Claire McDonough acknowledged international ambitions without confirming the delay.
“R2 is designed for global markets, and not just to be a North American-centric product,” the CFO stated.
“We have large international ambitions as well as a company, and there has been a huge level of interest from a lot of Europeans that follow Rivian, that track the brand,” McDonough added.
Rivian‘s executive cited “glowing reviews” from European media to the R2 model, the first one planned to arrive the Old Continent.
“Part of the media reviews was through a couple of elite outlets out of Europe as well, all who had glowing reviews of the product. So we’re really excited about the opportunity now that we’ll have R2 in place to begin to build out the brand and integrate Rivians across the continent of Europe over time,” she said, without addressing the timeline change directly.
March 12 at SXSW
Rivian began a public countdown on its website this week.
As of Friday, the R2 page reads “6 days to R2 — Meet the full lineup on March 12.” The event will take place at South by Southwest in Austin, Texas, where the company is expected to unveil all trims, pricing, colors, and full specifications for the R2 — the most complete public disclosure of the model since its initial reveal two years ago.
Rivian‘s CFO said on Thursday that it expects its software and services revenue to grow approximately 60% in 2026 over its Volkswagen Group joint venture and the new paid autonomy subscriptions, which will begin in April.
