Rivian aims to develop the R2 model, priced around $45,000, focusing on collaborative design and innovative engineering to maintain quality while reducing costs. The automaker's next-generation EV drive unit, Maximus, is critical to achieving this goal, promising a smaller, more affordable, and better-performing alternative to previous models. Rivian hopes this strategy will open the brand to a wider consumer base, similar to Tesla's Model 3 and Y success, by balancing cost and design in a highly competitive EV market.
"There's some cost constraints, and that's something that's very important [to achieve] without compromising the design itself," one designer says.
"It gives us higher performance, smaller size, and is cheaper to manufacture, crucial for the R2's pricing strategy," an engineer explains.
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