Rivian Automotive Inc is betting it can keep prices high for its debut lines of electric pickup trucks and sport-utility vehicles even when competition swells, its CEO said, a bold move that may be necessary if the startup wants to make a profit.
The Irvine, California-based startup said it was focusing on rolling out higher-priced, feature-packed models of its R1S sport-utility vehicles and R1T pickup trucks to meet customer demand in the near term, bumping up the average selling price even as it offers some lower-priced variants.
Rivian is confident of maintaining prices in the face of growing competition, he said, adding that extra-large batteries, better performance and premium features would distinguish the company from rivals. The R1S starts at $78,000, compared to just over $47,000 for Tesla's Model Y and about $97,000 for the more premium Model X.
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