Rivian appoints Greg Revelle as Chief Customer Officer, naming the experienced eCommerce and automotive leader to oversee the company’s entire customer journey including sales, marketing and operations as the EV maker scales its business and prepares for the launch of its next-generation midsize R2 SUV.

Rivian Automotive, Inc. announced the appointment on January 12, 2026, positioning Revelle to drive cohesive customer-focused execution across consumer and commercial channels at a pivotal moment in the company’s growth trajectory.

A Strategic Appointment at a Critical Stage of Growth

Rivian has moved beyond its early startup phase and is now navigating the complex transition into a scaled automotive manufacturer with global ambitions. While the company has built a strong reputation for innovation, sustainability, and adventure-focused electric vehicles, leadership recognizes that long-term success depends not only on product excellence but also on delivering seamless, high-quality customer experiences at scale.

The creation of the Chief Customer Officer role reflects this strategic evolution. By appointing Greg Revelle, Rivian signals that customer engagement, operational alignment, and go-to-market execution are now central pillars of its growth strategy.

Revelle will be responsible for ensuring that Rivian’s sales model, marketing approach, delivery operations, service infrastructure, and digital touchpoints all operate as an integrated system designed around customer needs and expectations.

Greg Revelle Brings Deep Cross-Industry Leadership Experience

Greg Revelle arrives at Rivian with a career spanning retail, eCommerce, travel, automotive, and energy innovation, giving him a rare blend of experience across industries where customer experience and operational execution are paramount.

Most recently, Revelle founded Revatek, a startup focused on energy storage solutions designed to power off-grid outdoor adventures. The venture aligns closely with Rivian’s brand ethos of sustainability, exploration, and utility, reinforcing his affinity for products that blend technology with lifestyle.

Before Revatek, Revelle held senior leadership roles at several well-known organizations, including:

• Kohl’s, where he worked in large-scale retail operations and customer engagement

• Best Buy, gaining experience in omnichannel retail, technology-driven service, and consumer electronics

• AutoNation, where he developed deep insight into automotive sales, service, and dealership operations

• Expedia, where he helped scale digital platforms and customer-centric travel experiences

In addition, Revelle serves on the board of Cars.com, further strengthening his connection to automotive retail, digital marketplaces, and consumer behavior trends.

Overseeing the Entire Customer Lifecycle

As Chief Customer Officer, Revelle will oversee Rivian’s end-to-end customer lifecycle, a scope that includes:

• Go-to-market strategy and execution

• Brand marketing and customer acquisition

• Sales and ordering experiences

• Delivery, service, and ownership operations

• Customer support and engagement channels

This holistic mandate is designed to eliminate silos and ensure that every stage of the Rivian journey reflects the company’s values of transparency, innovation, and customer advocacy.

By aligning these functions under a single leader, Rivian aims to deliver a more consistent experience as volumes increase and its customer base expands beyond early adopters into more mainstream segments.

Preparing for the Launch of the R2 Midsize SUV

One of the most significant drivers behind Revelle’s appointment is Rivian’s upcoming R2 SUV, a five-passenger midsize electric vehicle expected to launch in the first half of 2026. Built on Rivian’s new, more cost-efficient platform, the R2 is positioned to reach a broader audience than the company’s current R1 lineup.

The R2 represents a cornerstone of Rivian’s long-term strategy to grow volume, improve affordability, and compete more directly in the mass-market EV segment. Successfully launching the vehicle will require flawless coordination across marketing, ordering, delivery, and service—areas that now fall squarely within Revelle’s remit.

His leadership will be critical in ensuring that the R2 launch not only generates demand but also delivers a smooth, positive experience that reinforces trust in the Rivian brand.

Scaling Without Losing the Customer-Centric DNA

Rivian has differentiated itself in the EV market by prioritizing direct-to-consumer relationships, transparent pricing, and a strong sense of community among owners. As the company scales, maintaining that customer-centric DNA becomes increasingly challenging.

Revelle’s background in both digital-first and operationally complex environments positions him well to tackle this challenge. His experience leading large teams and managing growth across diverse industries will help Rivian preserve its brand promise while building the systems and processes required for scale.

This balance—between intimacy and efficiency—is one of the defining tests for any fast-growing automotive brand.

Aligning Sales, Marketing, and Operations

One of the key objectives of the Chief Customer Officer role is organizational alignment. In many companies, sales, marketing, and operations operate independently, leading to fragmented experiences and inconsistent messaging.

By consolidating these functions under a single leader, Rivian aims to:

• Ensure consistent brand communication across channels

• Improve forecasting and demand planning

• Reduce friction in ordering and delivery processes

• Enhance service responsiveness and owner satisfaction

This integrated approach supports Rivian’s broader goal of building long-term relationships with customers, not just completing vehicle transactions.

Leadership Perspective From Rivian’s CEO

Rivian Founder and CEO RJ Scaringe emphasized that Revelle’s appointment reflects the company’s focus on execution as it enters its next phase of growth. Scaringe highlighted Revelle’s ability to lead large, cross-functional teams and his track record of driving customer-focused transformation in dynamic industries.

According to Rivian leadership, the Chief Customer Officer role is essential to ensuring that innovation at the product level is matched by excellence in customer engagement and operational delivery.

Navigating a Competitive EV Landscape

The electric vehicle market has become increasingly competitive, with both established automakers and new entrants vying for customer attention. As EV adoption grows, customer experience is emerging as a key differentiator alongside range, performance, and price.

Rivian’s decision to invest in senior customer leadership reflects an understanding that:

• Buyers expect seamless digital and physical experiences

• Ownership support influences brand loyalty and advocacy

• Operational missteps can undermine even the strongest products

By strengthening its customer strategy, Rivian aims to compete not just on technology, but on trust, reliability, and long-term value.

Supporting Commercial and Consumer Channels

In addition to consumer vehicles, Rivian has an expanding commercial business, including electric delivery vans and fleet solutions. Revelle’s mandate includes aligning customer strategy across both consumer and commercial channels.

This unified approach ensures that whether a customer is an individual buyer or a fleet operator, they receive a consistent, high-quality experience tailored to their needs.

Building the Foundation for Long-Term Loyalty

Customer loyalty is especially important in the automotive industry, where ownership cycles are long and word-of-mouth plays a powerful role. Rivian’s leadership sees customer experience as a long-term investment that supports repeat purchases, brand advocacy, and sustained growth.

Revelle’s leadership will help shape how Rivian listens to customer feedback, responds to issues, and evolves its services over time.

Looking Ahead: What Revelle’s Appointment Signals

The appointment of a Chief Customer Officer signals that Rivian is entering a more mature phase of its journey—one where execution, scale, and customer trust are just as critical as innovation.

As Rivian prepares for the R2 launch and expands its footprint, stakeholders will closely watch how Revelle’s leadership influences:

• The success of new vehicle launches

• Customer satisfaction and retention metrics

• Operational efficiency and service quality

• Brand perception in a crowded EV market

Conclusion

Rivian’s decision to appoint Greg Revelle as Chief Customer Officer marks a significant step in the company’s evolution from a disruptive EV startup to a scaled automotive brand with global ambitions. By placing customer experience, go-to-market execution, and operational alignment at the executive level, Rivian is reinforcing its commitment to building lasting relationships with its customers.

With the R2 midsize SUV on the horizon and competitive pressures intensifying, Revelle’s leadership will play a critical role in shaping how Rivian delivers on its promise of innovative, sustainable, and customer-focused mobility. His appointment reflects a clear message: as Rivian grows, the customer remains at the center of everything it does.

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