In the competitive arena of Battery Electric Vehicles (BEVs), Rivian has carved out a distinct niche with its eye-catching designs and a robust commitment to proprietary technology. The American automaker, based in Normal, Illinois, has rolled out models like the R1T pickup and the R1S SUV, alongside a uniquely purposed delivery van. These models encapsulate Rivian’s ambitious plans, which include the advent of three new vehicles: the R2, R3, and a rally-inspired R3X, exciting prospects filling their future pipeline.
In a move underscoring its commitment to technological independence, Rivian develops its infotainment and software in-house. Unlike many competitors, Rivian has chosen to omit popular third-party platforms such as Apple CarPlay from its vehicles. This decision underscores a broader strategic push to maintain full control over the user experience, mirroring a trend observed in companies like Tesla.
RJ Scaringe, CEO of Rivian, during an engaging discussion on The Verge’s Decoder podcast with Nilay Patel, drew parallels between Rivian’s approach and Apple’s business strategy. “We have a great relationship with Apple. As much as I love their products, there’s a reason that ironically is very consistent with Apple ethos for us to want to control the ecosystem. (CarPlay) isn’t consistent with how we think about really creating a pure product experience,” Scaringe explained.
This philosophy extends into the specifics of their software development. Rivian’s independent platform aims to seamlessly integrate innovative features without the perceived clunkiness of toggling between third-party and native systems. Scaringe discussed the ongoing enhancements to Rivian’s system, acknowledging the need for improvement. “We recognize that it’ll take us time to fully capture every feature that’s in CarPlay, and hopefully, customers are seeing that. I think it often gets more noise than it deserves. The other thing beyond mapping that’s coming is better integration with texting. We know that needs to come, and it’s something that teams are actively working on,” he added.
Despite Rivian’s resolute stance on software autonomy, this decision has stirred mixed reactions within the automotive community. While some commend Rivian for its bold, innovative approach to software control, others lament the absence of CarPlay, a feature beloved by many for its familiarity and ease of use. Mike Gordon, a notable comment from the community, echoed this sentiment, emphasizing the industry trend towards vertical integration in software management by automakers who, like Tesla and Rivian, choose to bypass the integration of third-party technologies.
Looking forward, over 100,000 pre-orders for the upcoming R2 model signal consumer confidence and curiosity in Rivian’s product line and its software strategies. Even with high anticipation for the new releases, Scaringe reiterated that future Rivian models would continue to exclude Apple CarPlay, solidifying their commitment to a Rivian-centric user experience.
This strategy, while potentially polarizing, positions Rivian as a frontrunner in a new wave of automakers who prioritize complete control over the technological and user experience landscapes, setting the stage for a defining era in electric vehicle innovation.
