CEO RJ Scaringe said Rivian will 'not necessarily lower prices on the things we're offering today.'
, adding that the company is confident of maintaining prices in the face of growing competition. According to him, the extra-large batteries, better performance, and premium features will help distinguish Rivian from rivals.
"Given the data that we have on customer behavior, the aggregate result we see is a continued upward shift in ASPs. We will offer a lower priced variant, but not necessarily lower prices on the things we're offering today." While Rivian would not disclose its ASP, the R1T starts at $73,000 while the R1S starts at $78,000. However, fully loaded top-spec models can easily top $100,000."These are flagship products. These are the products that are building our brand. They're not meant to sell hundreds of thousands of units," Scaringe said.. Extending the pricing plan and driving costs down are essential elements in the company's goal of turning a gross profit in 2024 for the first time.
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