On the grounds of the historic Griffith Observatory in Los Angeles on Monday night, Rivian, a US-based electric vehicle startup, unveiled its first vehicle to a small, quaint crowd. Food was served, and calming music befitting a Four Seasons Hotel serenaded members of the press and the event’s guests, which included social media influencers and even a number of celebrities from Hollywood. Amidst the chill vibe, though, a sense of excitement permeated the air, thanks to the centerpiece of the night’s event — a futuristic, rugged, vehicle that has the potential to disrupt the US’ highly lucrative pickup truck market.
The Rivian R1T, with its large off-road wheels, imposing stance, and adventure-themed design flourishes almost stood as a stark contrast to the unveiling’s quaint atmosphere. Quite unlike Tesla, whose unveiling events feature large numbers of people and a modern, high-energy setting, Rivian’s unveiling event for its R1T pickup truck was composed and almost restrained. The enthusiasm in the air, though, was palpable.
The R1T could be described as a luxury adventure vehicle. The pickup truck is designed from the ground up to be at home both on the pavement and off the beaten path, but the vehicle maintains an air of sophistication nonetheless. While Rivian did not allow test drives during the event, the truck on display was very well put together. It was evident that a lot of thought went into the vehicle’s interior design, from its luxurious seats, its all digital instrument panel, and its unique floormats which were made from a lightweight, thin material that almost seemed like carbon fiber.
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- Rivian CEO RJ Scaringe presents the R1T all-electric pickup truck. [Credit: Teslarati]
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- The Rivian R1T’s interior is plush with technology. [Credit: Teslarati]
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- The Rivian R1T features a functional bed with a number of clever features. [Credit: Teslarati]
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- The luxury aspect of the Rivian R1T is reflected in the vehicle’s seats, which are made of premium materials. [Credit: Teslarati]
Rivian unveils its R1T all-electric pickup truck. [Credit: Teslarati]
Speaking before an audience comprised mainly of Rivian employees, select media and even some A-list celebs, CEO RJ Scaringe presented the R1T’s key features and capabilities. Rivian confirmed that they are using 2170 battery cells for the R1T pickup truck and the R1S SUV, which is set to be unveiled on Tuesday. The company noted that it would not be producing its own batteries at this stage of its operations, though their long-term strategy also includes the possibility of establishing a dedicated battery manufacturing facility like Tesla’s Gigafactory 1. Rivian aims to be a battery manufacturer like Tesla eventually, and it aims to license and sell its cells to other manufacturers in the future.
There’s no question that the vehicle’s target demographic are buyers who love luxury and the outdoors. As such, we were impressed by some of the pickup truck’s features that are aimed at making the ownership experience effortless. Among these were its automatic liftgate, and a thin, black lining that automatically protects cargo on the bed with the press of a button. We also found some of the R1T’s quirks — such as headlights that double as a green progress bar when the vehicle is charging — clever and fun. Finally, we liked the vehicle’s storage options, from its “gear tunnel” to its 11.7 cubic foot (330 liter) frunk, which is larger than those found in other premium electric vehicles like the Tesla Model S and Model X.
Rivian noted that it intends to develop self-driving capabilities for the R1T. As such, the truck is equipped with the hardware necessary to make this a reality. These include a suite of cameras, ultrasonic sensors, radar, high-precision GPS technologies, and even a LiDAR. In the future, the company notes that the vehicle should be able to meet its driver at the end of a hiking trail or river run. The company did not provide details as to how it intends to accomplish this, though considering its focus on the outdoors, there is a good possibility that Rivian could be mapping popular trails across the country.
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- The Rivian R1T has a distinct front fascia. [Credit: Teslarati]
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- Rivian’s “skateboard” for the R1T, which holds the pickup truck’s 2170 battery modules. [Credit: Teslarati]
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- The Rivian R1T all-electric pickup truck has a seating capacity of 5. [Credit: Teslarati]
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- The Rivian R1T’s “gear tunnel,” which is specifically designed to store items like fishing roads and golf clubs. [Credit: Teslarati]
Rivian unveils its R1T all-electric pickup truck. [Credit: Teslarati]
After operating in stealth for the most part of the past decade, Rivian has decided to come out with a bang, renting out one of the most historic landmarks in LA to unveil a vehicle that could very well be equally historic if produced and ramped successfully. The R1T starts at $69,000 for its base trim, which is equipped with four electric motors and a 230+ mile range from its 105 kWh battery. The all-electric truck is still pricier than mainstays of the US’ pickup truck market such as the Ford F-150, which starts at a more affordable $29,650. That said, Rivian CEO RJ Scaringe made it clear that the company is going for a very specific niche with its first two vehicles — those that love the outdoors, and those that love luxury. For this niche of buyers, the Rivian R1T might just be the perfect vehicle.
Production of the Rivian R1T is expected to begin in 2020 in the company’s factory in Normal, Il, which it acquired from Mitsubishi in January 2017 for $16 million. The company plans to manufacture the pickup truck’s higher-end variants first, followed by the R1T’s $69,000 version within 12 months from the start of production. Rivian has also started accepting pre-orders for the R1T, with interested buyers being required to place a refundable deposit of $1,000 for the vehicle.
With assistance from Christian Prenzler.
Investor's Corner
Tesla and SpaceX take “Terafab” Trademark fight to Federal Court
Tesla and SpaceX sue a small Illinois firm after cease and desist letters over Terafab.
Tesla and SpaceX are asking a federal judge to rule that their planned Terafab chip factory does not infringe a small Illinois company’s trademark, a request that arrives only after months of quiet negotiation broke down this summer.
The dispute traces to May 18, when Tesla filed three U.S. trademark applications for “Terafab” and “Tesla Terafab,” covering semiconductor chips and related chip making services. TERA-print LLC, a nanotechnology company that has held a federal trademark for “Tera-Fab” since 2021, responded five days later with a cease and desist letter. According to the lawsuit, first reported by Reuters, TERA-print argued that Tesla and SpaceX’s use of “Terafab” would confuse consumers familiar with its own trademark, which covers a desktop photolithography printer sold to researchers for sensor and bioengineering work.
What stands out in the filing is the timing of TERA-print’s own paperwork. One day before sending that cease and desist letter, on May 22, TERA-print applied to expand its existing registration to cover semiconductor materials, silicon chips, nanoelectronic devices and AI design services, categories it had not previously claimed. Tesla and SpaceX call that filing opportunistic in their complaint, noting it arrived two months after Tesla’s public Terafab announcement and just days after Tesla’s own trademark applications went in.
Elon Musk launches TERAFAB: The $25B Tesla-SpaceXAI chip factory that will rewire the AI industry
By June 10, TERA-print was threatening to sue for federal trademark infringement, false designation of origin and unfair competition, the complaint states. Rather than wait to be sued, Tesla, SpaceX and SpaceXAI met with TERA-print six separate times between June and August trying to resolve the dispute directly. Those talks collapsed, and the companies filed for declaratory judgment this week in the U.S. District Court for the Western District of Texas, asking a judge to find that “Terafab” does not infringe TERA-print’s mark before TERA-print can file a claim of its own.
TERA-print isn’t backing down. The company told PCMag it discussed a settlement with Tesla as recently as September 2 and feels misled by what it called Tesla’s professed interest in settling. Its CTO, Andrey Ivankin, said TERA-print holds a Defense Department contract to fabricate semiconductors and partially owns Mattiq Inc., an AI company built on TERA-print’s products, and that the company will vigorously defend its rights.
Tesla and SpaceX argue the overlap is superficial. Terafab is planned as a $16.8 billion complex spanning roughly 100 million square feet at the Grimes County site SpaceX confirmed last month, built to produce chips for Optimus robots, Tesla’s AI computing needs and SpaceX’s orbital data center ambitions, a scale and purpose the companies say no reasonable consumer would confuse with a tabletop lab printer. TERA-print’s product line has stayed focused on lithography tools for biological and sensor research since it registered its mark in 2021.
The trademark fight is the second legal dispute tied to the Terafab project in the past week, following a separate SpaceX suit aimed at keeping company records about the facility out of public view, as KBTX reported. Whether construction proceeds under the Terafab name now depends on a federal judge in Austin.
News
NHTSA just escalated its Tesla Cybercab investigation in a big way
NHTSA escalated its Cybercab audit into a sworn Special Order with a September 30 deadline.
Federal regulators have moved from asking Tesla questions about its Cybercab to demanding sworn answers. The National Highway Traffic Safety Administration issued a Special Order that requires a Tesla officer to sign an affidavit attesting to the completeness of the company’s responses, with a deadline of September 30.
The order builds on Audit Query AQ26002, which NHTSA opened on September 3, the same day Tesla began commercial Cybercab service in Austin. Teslarati covered that initial inquiry when it surfaced, noting the agency wanted to understand how Tesla certified a vehicle with no permanently attached steering wheel, pedals, or mirrors as compliant with Federal Motor Vehicle Safety Standards. A Special Order is a different tool and converts a fact finding review into a legally enforceable demand, the same mechanism NHTSA used against Tesla in 2023 during its Autopilot investigation.
Several of the 21 requests target a specific gap in Cybercab’s design. One asks whether Tesla used temporarily attached human controls at any point to help certify the vehicle, and if so, which standards depended on that equipment being present. Another quotes an existing rule directly: “The service brakes shall be activated by means of a foot control.” Cybercab has no foot pedal. NHTSA wants a detailed explanation of how the vehicle satisfies that requirement, and how it complies without the kind of exemption granted to Zoox in July under Part 555, the regulatory pathway built for steering wheel free vehicles.
The order does not claim Cybercab is unsafe or that Tesla broke a rule. It requires Tesla to explain, under oath, the reasoning behind decisions the company already made when it self-certified the vehicle. That distinction matters, but so does the exposure. Motor1’s reporting, summarized here, put potential civil penalty exposure as high as $139 million if NHTSA later finds the certification was flawed, on top of whatever criminal risk comes with a false sworn statement.
Tesla has not said publicly how it plans to respond. Cybercab is still carrying passengers in Austin through the Robotaxi app while the September 30 deadline approaches, and the company has continued expanding the vehicle’s footprint even as the regulatory question remains open. The Special Order does not pause any of that and just sets a date by which Tesla has to put its certification logic on the record, with a company officer’s name attached to it.
In a new interview on Wednesday, Tesla uber bull Ron Baron said that anyone looking to buy the company’s stock should do so as soon as they can.
Baron, founder and CEO of Baron Capital and one of Tesla’s most persistent institutional bulls, used a CNBC Squawk Box appearance on Wednesday to deliver a familiar message with fresh urgency: In his opinion, Tesla stock is a buy:
“The time to buy the stock is now. FSD is catching on, and it’s going to be bigger and bigger. 55% of new buyers are buying it (Teslas) with FSD. It’s going to be everywhere. It’s safer.”
The Baron Capital frontman’s case is built around Full Self-Driving. Tesla reported 1.48 million active FSD subscriptions in the second quarter, up 56 percent year over year, and company officials have said roughly 55 percent of new North American deliveries left with a subscription enabled.
Baron framed that attach rate as proof the product is moving from enthusiast extra to default expectation, and as a reason software, not just vehicle volume, should drive the next phase of value.
His conviction on Tesla shares is not theoretical, as Baron Capital made its first Tesla investment in 2014, after years of meetings that began around the 2010 IPO roadshow. The firm later built a large SpaceX position starting in 2017.
Ron Baron today in new interview on Tesla:
“The time to buy the stock is now. FSD is catching on, and it’s going to be bigger and bigger. 55% of new buyers are buying it (Teslas) with FSD. It’s going to be everywhere. It’s safer.” pic.twitter.com/Rv5PB0bVZ2
— Sawyer Merritt (@SawyerMerritt) September 16, 2026
Baron said those Musk-led bets have generated about $30 billion of the $71 billion in profits Baron Capital has produced for clients. He put the firm’s current exposure at roughly $25 billion in SpaceX and $5 billion in Tesla. Personally, he described SpaceX as his largest holding, at about $5 billion, with about $1.5 billion in Tesla and additional Tesla exposure through the firm’s funds.
That concentration is also a statement of loyalty. Asked about talk of a SpaceX-Tesla combination, Baron said he had already walked Elon Musk through arguments for and against a deal, then declined to repeat them on air. His public position was simpler: “Whatever you decide is better is what I’m going to support,” he said to Musk.
Baron also said that he picked up the farewell edition of the Model S after Tesla decided to sunset the vehicle earlier this year, calling it his favorite car he’s ever driven.
Tesla and SpaceX take “Terafab” Trademark fight to Federal Court
NHTSA just escalated its Tesla Cybercab investigation in a big way
