Rivian R2 builds from R1S, R1T at a lower price says the design boss

Rivian wants to shake up the industry with its next-generation R2 electric car. Starting at around $45,000, the R2 is expected to open up a new market of buyers. How does Rivian plan to keep its outrageous luxury at a low price? The company’s design boss explains.

Rivian R2 design challenges provide a unique opportunity

Less than 24 hours after revealing the smaller and more affordable R2, Rivian CEO RJ Scaringe said the new electric SUV had more than 68,000 bookings.

Rivian launched the R2 last month, with a starting price of around $45,000. That’s nearly half the starting price of the $74,900 R1S and $69,900 R1T.

With a length of 4,715 mm, a height of 1,700 mm, and a wheelbase of 2,935, the R2 is definitely smaller than the current R1S (5,100 mm x L, 1,873 mm x H, 3,075 x wheelbase). Despite its small size and low price, Rivian insists that the R2 will keep the original brand.

According to Rivian’s head of design, Jeff Hammoud, the low price of the R2 was one of the main challenges.

With the R1, Rivian was able to incorporate great features and design because “we weren’t limited by price,” Hammoud said. At least, not as much as with R2.

Speaking to Design Milk, the company’s design boss said Rivian wants the R2 to reach more customers. But how can you do that without the car feeling cheap or diluted?

Keeping the brand original of the Rivian brand

Rivian made “a conscious decision to make it feel like a small R1S,” according to Hammoud. To keep the essence of the brand, Hammoud said the company selected key design elements to ensure the R2 is recognizable.

One of the features Hammoud is most excited about is the R2’s new steering wheel design. With advanced wheels on both sides of the wheel, you can roll them up or down, push them in and out, or move them sideways (like a Tesla).

The controls vary greatly depending on the situation you are in. For example, it will have a small click when you rotate it by volume. In the menu, you can feel large “chunks” of information.

Hammoud says the new design allows drivers to feel what’s going on without taking their eyes off the wheel.

Not only does the R2 have its own unique design, but it also includes a host of fun accessories like an upgraded camping stove, tent, and bike rack to enhance any adventure.

Meanwhile, with the R3, the smallest and most affordable EV, Rivian “showed how we can stretch the brand in a very different direction.” The R3 will feature a high performance variant of the R3X like the rally car.

Rivian plans to begin production of the R2 in the first half of 2026 at its Normal, IL plant. The new improvements will enable Rivian to build up to 215,000 vehicles annually, up from 150,000 previously, while reducing costs.