Rivian to lay off staff and lean down ahead of 2026 R2 launch

A report this morning detailed American EV automaker Rivian’s plans to lay off a portion of its current workforce as it tries to conserve cash while gearing up for the launch of its newest model, the R2, next year.

Update 10/23/25: As promised, Rivian followed up with more details of this morning’s report regarding layoffs. The following letter from Rivian founder and CEO, RJ Scaringe, was sent out to the automaker’s workforce moments ago:

Hi Team, 

I am writing to share a difficult update. 

With the launch of R2 in front of us and the need to profitably scale our business, we have made the very difficult decision to make a number of structural adjustments to our teams. These changes result in a reduction in the size of our team by roughly 4.5%. 

These are not changes that were made lightly. With the changing operating backdrop, we had to rethink how we are scaling our go-to-market functions. This news is challenging to hear, and the hard work and contributions of the team members who are leaving are greatly appreciated.  

To ensure we move forward with clarity, I want to summarize the areas most impacted. 

• Streamlining the Customer Journey: To provide a seamless experience for our customers, we are integrating the Vehicle Operations workstreams into the Service organization to create fewer customer handoffs and clearer ownership. We are also integrating the Delivery and Mobile Operations into the Sales organization to ensure the purchase experience is as seamless as possible with a single touchpoint throughout the entire sales process and to delivery. 
• Elevating Our Marketing Efforts: Historically we have had multiple functions that collectively capture what would typically be housed in a single marketing organization. We have made the decision to form a single marketing organization, and while we recruit our first Chief Marketing Officer (CMO), I will be acting as Interim CMO. Our Marketing Experiences team, led by Denise Cherry, and the Creative Studio team, led by Matt Soldan, will both report directly to me for now. 

These changes are being made to ensure we can deliver on our potential by scaling efficiently towards building a healthy and profitable business. I am incredibly confident in R2 and the hard work of our teams to deliver and ramp this incredible product. 

Thanks again everyone. 

RJ

Not much backstory here, so we’ll get right into it.

A report from the Wall Street Journal this morning shared brief details of Rivian’s layoff plans, which could affect approximately 4% of the current staff. At the end of 2024, Rivian’s workforce tally sat around 15,000 people, so the reported layoff could affect as many as 600 individuals, possibly more.

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Other outlets have pointed out that EV automakers like Rivian have faced a tougher market following the end of the $7,500 federal tax incentive. While that may be true to a certain extent, most of Rivian’s R1 variants didn’t qualify, unless it was a lease, and the automaker has deployed its own incentive programs.

In fact, Rivian’s Q3 2025 deliveries exceeded expectations. It remains speculative at this point until we receive an official statement from Rivian explaining the plans to lay off staff, but this could be a preemptive decision based on market forecasts.

Furthermore, Rivian is closer than ever to launching R2 in 2026, which has the makings of becoming a bestseller in the EV industry if sales match a mere portion of the hype surrounding it. The layoffs could also be a lean-down to conserve funds through the home stretch of that development process before beefing back up again in 2026 or 2027 when demand is (ideally) higher.

We really do not and will not know the reasoning behind the decision until Rivian shares more information.

We reached out to Rivian for comment and were told the automaker will have more to share this afternoon. We will update this story as new information becomes available.