Rivian Automotive Inc. has appointed Greg Revelle as its first Chief Customer Officer, a strategic move aimed at enhancing customer engagement ahead of the highly anticipated launch of the R2 SUV. Announced on January 12, 2026, this newly created role will see Revelle overseeing the entire customer journey, from marketing and sales to operations, as the electric vehicle manufacturer seeks to accelerate its growth amidst challenges such as softening demand and increasing financial losses.
Revelle transitions to Rivian from Revatek, the energy-storage startup he founded in 2024, which he recently closed. Prior to that, he held key executive positions at major companies, including Kohl’s, where he served as senior executive vice president and chief marketing officer, Best Buy, AutoNation, and Expedia. His educational background includes an MBA from Harvard Business School and a degree in economics from Princeton University. Revelle has also been a board member of Cars.com since 2017.
Rivian’s Strategic Shift
The appointment of Revelle comes at a critical time for Rivian, which reported production of 10,974 vehicles and 9,745 deliveries in the fourth quarter of 2025. This was coupled with a recall of nearly 20,000 R1 models due to rear toe-link issues. With a market capitalization around $23.56 billion and more cash than debt, Rivian is focusing on the R2, a five-passenger midsize SUV expected to be priced under $50,000, to drive sales from its plant in Normal, Illinois, starting mid-2026.
Revelle’s responsibilities will include developing the go-to-market strategy for both consumer and commercial lines, including electric delivery vans for Amazon. This consolidation of previously scattered functions follows CEO RJ Scaringe’s interim role as chief marketing officer during a period marked by layoffs in 2025. “We are excited that Greg is bringing his deep experience across eCommerce, marketing, and automotive to Rivian,” Scaringe stated in the announcement.
Challenges and Opportunities Ahead
Revelle’s extensive background in retail and marketing positions him ideally to address Rivian’s direct sales model, which faces challenges from dealer laws, such as those in Ohio, where Rivian has previously initiated legal action. His experience at Kohl’s involved implementing data-driven personalization and loyalty programs, while his tenure at Best Buy focused on branding strategies for both physical stores and online platforms.
The R2 is designed to appeal to mass-market consumers, with performance characteristics that rival Rivian’s more expensive R1 models. Recently unveiled validation units are on track for deliveries in the first half of 2026, even as Rivian navigates a challenging market landscape, which includes a joint venture with Volkswagen aimed at enhancing software and vehicle architecture.
Despite the promising outlook for the R2, Rivian must contend with ongoing operational hurdles, including service backlogs and the implications of the recent recall highlighted by the National Highway Traffic Safety Administration. Analysts view the Chief Customer Officer role as crucial for converting R2 reservations into actual sales, particularly as Rivian works to increase its U.S. revenue, where it currently trails Tesla but leads in the adventure electric vehicle segment.
Revelle’s appointment signals Rivian’s commitment to mastering customer retention in an increasingly competitive electric vehicle market. With a substantial cash runway of $10 billion, the company’s focus will now shift to determining R2 pricing and driving demand, particularly in light of the competitive pressures posed by tariffs and rivals like Tesla’s Model Y.
As Rivian positions itself for future growth, Revelle’s proven ability to scale operations and enhance customer experiences could play a pivotal role in establishing the R2 as a leading choice among electric vehicles, blending innovative technology with outdoor practicality.
