As the electric vehicle market continues to evolve, one thing has remained constant: Tesla’s commanding lead, even as it faces recent setbacks. That dominance, according to Rivian CEO RJ Scaringe, has less to do with brand loyalty and more to do with the lack of compelling alternatives, especially for buyers looking in the sub-$50,000 range.

But that may be about to change. Rivian’s upcoming R2 and R3 models are expected to come in below that price point, and with more automakers entering the space, consumers could soon have some real competition to consider

Rivian, much like Tesla in its early days, has taken the approach of launching with higher-end vehicles before branching into more affordable territory. In a recent interview with Fox Business, Scaringe emphasized that increasing consumer choice is key to growing EV adoption. More options, he said, will help drive the industry forward and increase EVs’ share of overall vehicle sales.

Read: Rivian Stacks Discounts Like Pancakes To Steal Tesla Owners After Q1 Sales Crash

“If you’re looking at buying an electric vehicle for under $50,000 today, there’s really very, very few highly compelling choices,” Scaringe said. “And for that reason, you’ve seen Tesla with very significant market share for a long time now, over 50% of the market share, and that’s actually a reflection of limited grade choices. And so what we need to see to go from 8% to 15 to 20 to eventually 100% of vehicle sales being electric, a lot of choice.”

More Models, More Buyers

Scaringe also noted that “choice” doesn’t just mean more brands offering EVs. It includes variety in styling, form factor, feature sets, and design. The broader and more diverse the lineup across the industry, the more likely consumers are to find something that fits their needs – and to leave internal combustion behind.

The Rivian CEO’s comments reflect a growing belief in the industry that EVs need to meet buyers where they are. While early adopters were often willing to pay a premium or compromise on certain features, mainstream customers are looking for affordability, practicality, and familiarity. Rivian’s push into sub-$50K territory could help shift that balance and bring more first-time EV buyers into the fold.

Tariff Troubles

The conversation with Fox also turned to trade policy, where Scaringe discussed the impact of tariffs introduced during the Trump administration. Although Rivian builds its vehicles in the United States, including motors, software, batteries, and electronics, it still depends on a complex international supply chain.

“One of the things with automotive is the supply chain is so complex, where we have hundreds of suppliers providing parts from, say, a headlight or a tow hook or tires or the structure under the skin here that are coming from not only a set of suppliers that supply to us, but those suppliers have suppliers, and then in turn, those suppliers have suppliers, so there’s tier two, tier three,” he said. “So in our case, it is a mix. Given the new environment from a tariff point of view, we’re working really hard to see what we can change, but they’re difficult to change.”

While Rivian may be less exposed than some of its competitors to US tariffs, it isn’t completely insulated. Scaringe also raised concerns about trade restrictions on rare earth elements, especially those processed in China. Though rare earths are mined in many regions, China controls a large share of the refining process, creating a chokepoint in the EV supply chain.

“When we think about the tariffs, of course the 25% auto tariff hits everybody,” Rivian’s boss added. “We do rely on a supply chain that across its tiers has a number of components that come from other countries and then, importantly, the trade restrictions and what we’re seeing in terms of rare earth metals out of China, that’s a real challenge for electric vehicles.” 

Rivian’s not exactly cruising into 2025. The EV startup reported a rough first quarter, with sales down 36% year-over-year and only 8,640 new vehicles delivered. That’s a hard hit by any measure. But if you’re in the market for a Rivian, the silver lining is this: getting behind the wheel of an R1T or R1S has just become significantly more affordable thanks to several new incentives.

Between April 1 and April 30, Rivian is offering what it calls an ‘Electric Refresh’ offer to anyone who trades in a BEV, hybrid, or ICE vehicle from any automaker. This offer is valued at $3,000, cutting a significant chunk off the starting price of both the R1T and R1S. For Canadian customers, the discount bumps up to CA$4,300 upon trade-in.

Read: If You Thought Tesla’s Q1 Was Bad Rivian’s Was Worse

This isn’t the only deal Rivian is offering. In a direct play for Tesla’s customer base, the company is also offering an additional $3,000 incentive to current Tesla owners and lessees. As reported by Rivian Trackr, these two deals can be stacked, bringing the savings up to $6,000. US shoppers who choose to lease a new R1T or R1S will also get a $7,500 EV lease credit, bringing potential savings up to a generous $13,500.

Stacking Deals, But Know the Fine Print

While this deal may sound too good to pass up, it’s worth remembering that dealers will generally lowball you with a trade-in valuation. More often than not, you’ll be able to sell your car privately for more than Rivian will offer at trade-in. However, trade-ins are valuable for those who aren’t comfortable or have the time selling a car themselves, and are certainly a more stress-free way of changing cars.

Until the smaller R2 and R3 models hit the market, the Rivian R1T and R1S remain out of the price range of many shoppers, even with these discounts. The entry-level R1T Dual Standard starts from $69,900, and the range tops out at $99,900 for the R1T Tri version. The Rivian R1S SUV is a little bit pricier, kicking off from $75,900 for the Dual Standard and topping out at $105,900 for the R1S Tri. Quad-motor versions of the R1T and R1S are also just around the corner, but prices have yet to be confirmed.

How many times have we seen Rivian owners grumble about spending a small – or sometimes large -fortune on seemingly minor repairs after a fender bender or mishap? Dominic Wilkerson uses his Rivian R1T like the off-road-ready truck that it is. As such, he’s had a mishap or two on the trails.

In one recent incident, he accidentally damaged his rear tail light and tailgate. Rather than take it to Rivian for an expensive repair, he decided to tackle the job himself. The result? The total cost came in under $1,000, and the truck looks almost as good as new.

More: Can You Believe This Rivian R1T Damage Repair Cost $21,000?

As Wilkerson points out, many Rivian owners (rightly) live in constant fear that any kind of damage, no matter how minor, will result in a total loss. And, honestly, those folks aren’t totally out of their minds. Rear-end damage to a Rivian can be both expensive and complicated to fix, as we’ve seen time and time again. But Wilkerson wasn’t about to roll over and accept that fate. He took matters into his own hands.

The Repair Process: Not As Hard As It Sounds

First, he needed a tail light, which he sourced from Rivian’s Seattle service center for $700. In the video below, he demonstrates exactly what it takes to replace the part. In short, it’s a simple procedure that most gearheads and shadetree mechanics can accomplish. The really tricky part of the entire process was fixing the dents he’d put in his tailgate.

As it turns out, though, he’s familiar with paintless dent repair. No, he didn’t tackle the job himself, but rather he sourced a high-quality PDR professional to do the work. For just $200, the technician managed to pull out the big dents in his tailgate and even straighten some imperfections in the middle of it.

While Wilkerson admits that it’s not technically perfect, it’s the kind of fix that most people wouldn’t notice from 10 feet away. His attitude about it now is that, while he might eventually get the rest fixed, part of him appreciates the “battle scars” that show his truck is actually used for what it was made for.

Why Not Use Insurance?

Now, some readers might be asking why Wilkerson didn’t just file an insurance claim. Well, he addressed that too. “By the time I go through the whole process, I’d be without my vehicle for weeks,” he explained. And that’s a very valid concern. Given the notoriously long repair wait times at Rivian service centers, it’s not surprising that many owners would rather avoid the hassle entirely.

Review: The 2025 Rivian R1S Is An Imperfect But Promising Look At The Future

On top of that, insurance companies are totaling more vehicles than ever before. A recent study says that there’s a 42 percent chance of damage leading to a total loss than there was just a few years ago. While Wilkerson’s incident might not have led to that outcome, doing it the way he did assured that it wasn’t even possible.

Damaged tail light and big dent fixed by DIY and PDR for under $1000
byu/Domphotog inRivian

Lead image Dominic Wilkerson

Rivian has teamed up with camping gear brand iKamper to offer a new rugged tent designed for the R1T truck and R1S SUV. Considering both of these vehicles are made with adventure-loving drivers in mind, it makes sense that Rivian would offer such a product directly through their Gear Shop.

The tent, known as the Skycamp Mini, weighs 137 lbs (61.8 kg) and has been designed to be mounted to roof racks on either the R1T or R1S, or to sit over the bed of the R1T. iKamper’s tent is housed within a hardshell and folds out into position in just a minute. According to the company, the aerodynamic design of the shell does not hinder the driving range of the two Rivian models.

Read: Level Up Your Rivian R1T With This Rooftop Camper And Topper

Other Rivian touches present include blacked-out hardware and Rivian branding. It’s constructed using breathable PFAS-free fabric, sleeps 1 or 2 people, and is suitable for year-round use, regardless of the season. It also comes standard with a self-inflating mattress and locking crossbar brackets compatible with Rivian’s Adventure Key set.

The Price Tag

Here’s where things get a bit tricky. iKamper already sells a nearly identical version of the Skycamp Mini, just without Rivian’s branding, for $3,895. But the Rivian-branded version—because, apparently, the logo makes it worth more—comes in at $4,595. Sure, some might think it’s worth the premium for the exclusive Rivian flair, but for many, that’s a tough pill to swallow.

This isn’t the only rooftop tent Rivian offers. For the past couple of years, it’s been selling a $2,800 two-person tent for the R1S created in partnership with Yakima. However, unlike the iKamper option, this one does not have a hardshell case, or a self-inflating mattress.

If you’re planning to turn your R1 into a full-on mobile base camp, you’ll also need to shell out another $1,400 for the Travel Kitchen, which Rivian also sells. This setup includes two cooktops powered by a 1500W system that runs off a 120V outlet. It folds away for storage, and it’s part of the expanding Adventure Gear lineup.