From Morningstar:

In 2022 and 2023, 2.7 million and 2.8 million pickup trucks were registered in the US. The Ford F-Series was the best-selling truck for the 48th year and Rivian is attempting to challenge Ford’s dominance with an electric alternative. Rivian’s stock struggles since its IPO, down 148.97% in net profit margin, but backed by institutional investors. EV sales are expected to continue growing, driven by tax credits and more charger buildout.

Rivian’s high-end luxury truck pricing and lack of charging infrastructure in rural areas are persistent barriers. The starting price for Rivian’s R1T is $73,000, making it less competitive with more affordable brands. However, Rivian’s new manufacturing plant in Atlanta could help it produce vehicles at more attractive prices. There is also speculation that Rivian’s traction may grow in the next five years as the company is eyeing the $50k market.

Investors and specialists like investment director Ben James are confident about Rivian’s long-term growth expectations and potential appeal to a wide range of consumers across party lines. While some, like Seth Goldstein, have doubts about Rivian’s profitability and market saturation as they feel that the US market may not be fully ready for electric vehicles. Yet, CEO Robert Joseph Scaringe remains committed to the fight for success. Rivian continues to strive for its place in the competitive US vehicle market.



Read more: Don’t Expect a Tesla 2.0 From Rivian’s Stock