Though that may well be true, Rivian’s decision to apply the pricing increase to all of those people with a preorder already met with fury from customers. Only those who had taken delivery already – still a relatively small number, as the automaker continues to ramp up production – or were in the very final stages of their fulfillment could expect to pay the original prices. Everyone else would need to cough up the thousands of dollars extra, or alternatively switch to new, less-powerful dual-motor versions of the two vehicles that aren’t expected to go into production until 2024 at the earliest.
The reaction was swift and unsurprisingly negative, something Rivian CEO RJ Scaringe has acknowledged today in an open letter. “As we worked to update pricing to reflect these cost increases, we wrongly decided to make these changes apply to all future deliveries, including pre-existing configured preorders,” the Chief Executive acknowledges. “We failed to appreciate how you viewed your configuration as price locked, and we wrongly assumed the announced Dual-Motor and Standard battery pack would provide configurations that would deliver price points similar to your original configuration. While this was the logic, it was wrong and we broke your trust in Rivian.”
Scaringe also conceded that Rivian’s communication strategy for the changes had been poor, and that the automaker hadn’t provided “enough insight into what was driving these decisions.”
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