In a strategic move to streamline operations ahead of the anticipated launch of the R2 SUV, Rivian’s founder and CEO, RJ Scaringe, has temporarily taken on the role of Chief Marketing Officer. This decision is part of a broader organizational restructuring that includes a reduction of over 600 employees, approximately 4.5% of the company’s workforce.
In an internal communication to employees, Scaringe announced his interim leadership over Rivian’s marketing and creative divisions. He emphasized the necessity of these changes to effectively scale the business and prepare for the R2 launch. The restructuring also involves integrating the vehicle operations team with the service division and aligning delivery and mobile operations under the sales division. These adjustments aim to create a seamless customer experience with a unified touchpoint throughout the sales and delivery process.
This marks Rivian’s third round of layoffs in 2025. Earlier in June, the company reduced its manufacturing team by approximately 140 employees, and in September, a similar number of positions were cut within the sales and service operations. These measures follow a more substantial 10% workforce reduction in early 2024.
Scaringe attributed the need for restructuring to a changing operational landscape, citing factors such as the loss of federal EV tax credits, increased tariffs, and broader challenges facing clean energy initiatives in the U.S. He stressed the importance of reevaluating the company’s go-to-market strategies in response to these external pressures.
As Rivian prepares for the R2 SUV’s debut, these organizational changes reflect the company’s commitment to optimizing operations and enhancing customer engagement in a competitive electric vehicle market.
