--- title: "Rivian Is Going RAD. But Can It Stick the Landing?" date: "2026-03-04" modified: "2026-03-04" authors: - name: "Joel Feder" job_title: "Director of Content and Product" link: "https://www.thedrive.com/authors/joel-feder" url: "https://www.thedrive.com/news/rivian-is-going-rad-but-can-it-stick-the-landing" categories: - "News" - "News by Brand" - "Podcasts" - "Rivian News" tags: - "Electric Vehicle" --- # Rivian Is Going RAD. But Can It Stick the Landing? ![The Drivecast Ep. 6 hero]() [Rivian]() clearly understands the mission and how to appeal to enthusiasts. The startup automaker, which hasn't even been producing cars for a decade, just green lit its own [performance division called the Rivian Adventure Department, or RAD]() for short. But why? What's coming? The darling of the automotive industry, and objectively the most successful EV startup-turned-established brand outside of Tesla, is a young company. While founded in 2009, Rivian didn't come out of stealth mode until the end of 2018 and didn't start rolling vehicles off the line until the end of 2021. Success is all relative at this stage of the game. Rivian's sold over 150,000 vehicles at this point, but it's still not profitable. In fact, it's burning through cash like it's the mission. Taking what was its in-house skunkworks performance division and making it a formal thing might get us all excited, but it's worth taking a harder look at the situation and timing along with the moves its making in tandem. From [making its own chips]() to power its [next-gen hands-free driving tech]() to overhauling service operations to cut down on backlogs and long wait times that frustrate buyers, Rivian's [moving as quickly]() as anyone can expect. Possibly even quicker. But everything's riding on the launch of the mainstream, and more [affordable, R2 electric SUV](). The upcoming two-row SUV is supposed to be a volume seller and turn a profit real quick, and it better. I spent a long weekend at [the FAT Ice Race]() getting wind blown and sunburned with Rivian and various executives to discuss RAD, the upcoming R2 launch, the impact of R2 on R1, where things are headed, and how its addressing customer feedback. So, let's go behind the curtain on Rivian and RAD to see if this darling's prepped to stick the landing. Just like [Spyglass–*The Drive*‘s spy shot newsletter]()—because everyone should be an insider–*The Drivecast* is free. Episodes of *The Drivecast* can always ben listened to right here on *The Drive* via the embed above. All episodes are available on both [Spotify]() and [Apple Podcasts](), and can be found here on the site via the Podcasts tab on the homepage menu bar. Grab a drink and give episode 6 of *The Drivecast* a listen on your platform of choice. Love what you hear? Leave us a five-star review as it helps get *The Drivecast* in front of more people. Feedback is welcome and encouraged by dropping us a line at feedback@thedrive.com. Each and every email gets read. *Got a topic idea you would like to hear on The Drivecast? Drop us a line at tips@thedrive.com* ## Author Overseeing what you see, read, touch, hear, and interact with from the vast lakes of Minnesota, Joel Feder shapes how The Drive looks and operates as the head of content and product initiatives. On a daily basis, Joel leads the newsroom and editorial staff playing point on both short-term coverage and long-term strategic plans. His mission is to help ensure The Drive shapes the future of automotive media by helping the team execute original reporting, breaking news, and exclusive opportunities. Regarded as an industry insider and recognized by colleagues, fellow journalists, and manufacturers as a point-person and leader in the industry, Joel owns and runs the largest automotive professionals group on Facebook in an effort to serve and help others. Joel serves as a juror for the World Car Awards. In addition, he is the board chair and chair of the governance and nominating committee for Move Forward MN, a local non-profit that helps at-risk youth with barrier-free mental health and housing services. While you’re reading this he’s either on his computer or iPhone chasing the latest news or drafting a story. ### Author social links [Instagram]() [LinkedIn]() [Bluesky]() [Email]()