Have you thought about how small the EV segment really is? Today, fewer than one in ten new vehicles sold in the U.S. are BEVs. Now start to think about what kind of buyer each EV attracts—you've got high-ranking execs picking up Porsches, glamping outdoorsy folk looking at Rivian and then there's anyone not looking at a Tesla scoping out GM and VW. Niches exist, which is exactly what Rivian's CEO is banking on being what separates its customers from others and allows the brand to coexist.
