Rivian Appoints Retail Veteran as First Chief Customer Officer Ahead of Pivotal Launch

Rivian Automotive has named Greg Revelle its inaugural Chief Customer Officer, a move that places a seasoned retail and automotive executive at the helm of its sales and service strategy. The appointment, effective January 12, 2026, comes as the electric vehicle maker prepares to launch its more affordable R2 SUV later this year.

Revelle, who most recently founded and ran an energy-storage startup, will oversee Rivian's entire customer experience, from marketing to delivery and service. His background includes senior marketing roles at Kohl's, Best Buy, and AutoNation, as well as a position on the board of Cars.com. CEO RJ Scaringe stated Revelle's 'proven track record of leading large teams in a dynamic environment' was key to the hire.

The company is under pressure to execute a successful rollout of the R2, a midsize SUV priced under $50,000 that is central to Rivian's plans for broader market appeal. This follows a quarter where production slightly outpaced deliveries and a recall affecting some R1 models. Revelle's mandate will be to convert consumer interest into reliable sales and smooth ownership, managing a direct-sales model that faces legal challenges in several states.

In a statement, Revelle pointed to Rivian's integration of software and hardware as a compelling reason for joining. The company is betting his extensive experience in e-commerce and large-scale retail operations will refine its customer approach during a critical growth phase. Industry analysts view the creation of this executive role as a direct response to the heightened competition expected in the EV market as the R2 arrives in showrooms.

Source: Webpronews