Rivian‘s VP and Head of Sales Gary Gaines said the R2 midsize SUV’s debut at SXSW last week drew a stronger response than the company had anticipated.
The R2 is the model Rivian has staked its path to profitability on, with founder and CEO RJ Scaringe calling it “an inflection point” for the company and “the best vehicle we’ve developed to date.”
The EV maker’s Sales chief Gary Gaines said on Sunday that the R2’s reception at SXSW “exceeded even those expectations,” adding that the vehicle “will make Rivian accessible to so many more people.”
“We expected R2 to be received well, but the response exceeded even those expectations,” Gaines wrote on LinkedIn. “This product will make Rivian accessible to so many more people and I couldn’t be prouder to support that mission.”
Gaines, who joined the Irvine-headquartered brand exactly two years ago, leads the company’s consumer sales organisation, including online but also via its network of Rivian Spaces showrooms.
What Was Shown in Austin
Rivian officially launched the R2 on March 12 at SXSW in Austin, Texas, confirming specifications that had leaked a day earlier after a media outlet accidentally published and then removed a detailed review.
The R2 Performance, the first variant to reach customers, starts at $57,990 with a limited-time Launch Package.
It features a dual-motor all-wheel-drive system producing 656 horsepower and 609 lb-ft of torque, an 87.9 kWh battery with an EPA-estimated range of 330 miles, and fast charging from 10% to 80% in 29 minutes.
The Launch Package includes lifetime access to Rivian‘s Autonomy+ driver-assistance system, a tow package rated at 4,400 lbs, semi-active suspension, and an exclusive Launch Green colour option.
Deliveries are planned to begin “later this spring,” according to the Scaringe.
A Premium trim at $53,990 with 450 horsepower is expected in late 2026. The long-awaited $45,000 entry-level Standard variant, which Scaringe told CNBC in February would arrive “shortly thereafter,” is not expected until late 2027 — roughly 18 months after the first units ship.
Public Rides Drew Crowds
Rivian transformed a 270-foot stretch of Congress Avenue in downtown Austin into a rugged off-road course where SXSW attendees could ride in the R2 as a passenger from March 13 through Wednesday (March 18).
The company, which served as SXSW’s headline sponsor for the second consecutive year, also operated an “Electric Roadhouse” with panels, live music, and hands-on vehicle displays.
Customer Deliveries
Despite the positive reception, several details suggest customer deliveries may not begin as soon as the company’s language implies.
Rivian‘s website states that deliveries of the R2 Performance will begin “later this Spring” — a window that extends through June 20.
However, the company has not specified whether that refers to customer deliveries or total deliveries, a distinction that matters given Rivian’s precedent with the R1.
When Rivian launched its R1T pickup and R1S SUV, the company delivered the first several hundred units to employees who had placed orders before opening deliveries to external customers.
If the same approach is applied to the R2, the spring delivery window could consist primarily or entirely of employee vehicles, with customer deliveries following later.
The R2 online configurator did not launch at the event.
Rivian said it would open “in the coming months,” and a customer email sent to reservation holders last week indicated they would see their “estimated time to order” in June, as reported by EV. That timeline suggests firm customer orders will not begin until at least the summer, with deliveries following weeks or months after that.
Production is expected to begin over the next few weeks at the Normal, Illinois plant, starting on a single shift.
A second shift is planned for late 2026, with a third in 2027. CFO Claire McDonough told investors on the fourth-quarter earnings call that R2 launch complexity would pressure margins in Q2 and Q3 before becoming a tailwind in Q4.
Rivian expects to deliver between 62,000 and 67,000 vehicles in 2026, with 20,000 to 25,000 of those R2 units.
Two Versions of the Same Car
An additional complexity for Gaines’ sales team: the R2 that ships this spring will not be the same vehicle available six months later.
Initial units will carry Rivian’s Gen 2 autonomy hardware without LiDAR. Starting in late 2026, Rivian plans to produce R2s equipped with its Gen 3 stack, including LiDAR sensors and custom-designed RAP1 autonomy chips.
Scaringe said on the earnings call that hardware retrofits are not planned, meaning early buyers will drive a fundamentally different vehicle from those who purchase later.
Barclays analyst Dan Levy flagged the risk directly, noting that “tech-focused buyers may wait for the late-2026 hardware rather than purchase the initial spring launch model.”
Tesla Model Y
The R2 Performance at $57,990 sits almost exactly at the price of the Tesla Model Y Performance at $57,490 — the vehicle Rivian has explicitly targeted as its primary competitor.
The Model Y has been one of the best selling vehicles worldwide across all powertrains for the past few years.
Rivian shares closed at $14.86 on Friday, down 2.9%.
As of press time, the stock was trading 1% higher during Monday’s pre-market session.
