Rivian Drops Another One Percent of Its Workforce As It Chases Profitability

Chris Teague
by Chris Teague

Electric-only automakers are going through it right now. Tesla recently laid off 10,000 workers after posting disappointing first-quarter sales numbers, and now Rivian is slashing another one percent of its workforce after layoffs earlier this year.

A company rep told Automotive News, “We continue to work to right-size the business and ensure alignment to our priorities. This was a difficult decision, but a necessary one to support our goal to be gross margin positive by the end of the year. Rivian’s first 2024 layoff cut about ten percent of its salaried staff.

The automaker has cited rising interest rates and economic challenges as barriers to its growth. Demand for high-priced EVs is also slowing as the market moves past eager early adopters to mainstream buyers who are less willing to pay a premium to have the latest and greatest.

Rivian’s two current models are far from what anyone would consider affordable, but its next-generation R2 and R3 promise more reasonable prices. That said, we’re still more than a year away from those models going on sale, and the company needs to stay afloat until then.

Almost all automakers have struggled with EV profitability, as even Ford has reported severe losses from its electric vehicle business. That problem is compounded for electric-only companies like Rivian and Tesla, where there are no hybrids or gas-only vehicles to bring home the bacon while they figure out how to move EVs. Rivian has a compelling product offering, but it has proven difficult for it to gain a foothold in a market dominated by Tesla and more established automakers.

[Image: Rivian]

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Chris Teague
Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

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4 of 33 comments
  • Shipwright Shipwright on Apr 19, 2024

    off topic.

    I wonder if the truck in the picture has a skid plate to protect the battery because, judging by the scuff mark in the rock immediately behind the truck, it may dented.

    • See 1 previous
    • MaintenanceCosts MaintenanceCosts on Apr 19, 2024

      There's a basic layer of battery protection in all the trucks. You can get a second layer if you order the All-Terrain Upgrade package (which also gets you a spare tire and smaller wheels with A/T tires).

  • TheEndlessEnigma TheEndlessEnigma on Apr 19, 2024

    And yet government continues to grow....

  • NJRide So this is an average age of car to be junked now and of course this is a lower end (and now semi-orphaned) product. But street examples seem to still be worth 2500? So are cars getting junked only coming in because of a traumatic repair? If not it seems a lot of cars being junked that would still possibly worth more than scrap.Also Murilee I remember your Taurus article way back what is the king of the junkyard in 2024?
  • AMcA I applaud Toyota for getting away from the TRD performance name. TuRD. This is another great example of "if they'd just thought to preview the name with a 13 year old boy."
  • Jeff Does this really surprise anyone? How about the shoes and the clothes you wear. Anything you can think of that is either directly made in China or has components made in China likely has some slave labor involved. The very smart phone, tablet, and laptop you are using probably has some component in it that is either mined or made by slave labor. Not endorsing slave labor just trying to be real.
  • Jeff Self-driving is still a far ways from being perfected. I would say at the present time if my car took over if I had a bad day I would have a much worse day. Would be better to get an Uber
  • 2manyvettes Time for me to take my 79 Corvette coupe out of the garage and drive if to foil the forces of evil. As long as I can get the 8 track player working...