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Rivian R1S: 7-seat, 410-mile SUV is taking on Land Rover in the luxury off-road game
Rivian CEO and founder RJ Scaringe is adopting a bold and strategic play to enter the auto industry. With the recently unveiled R1T electric pickup truck, Rivian is attempting to breach a market dominated by America’s best-selling vehicles like the Ford F-150. With the R1S SUV, which is set to be unveiled today at the 2018 LA Auto Show, the company is taking on pedigreed carmakers such as Land Rover in the luxury SUV segment.
The Rivian R1S, just like its pickup truck sibling, could be described as a luxury adventure vehicle. The SUV is fitted with the same four 147 kW electric motors that power the R1T, as well as the same 2170 battery cells. Similar to the startup’s pickup truck, the R1S is available in three battery configurations — a 105 kWh entry-level variant, a 135 kWh mid-level version, and a 180 kWh top-tier variant. Compared to the R1T, though, the R1S has slightly more range, with the 105 kWh trim having an estimated range of 240+ miles per charge, the 135 kWh version having 310+ miles of range, and the 180 kWh variant having 410+ miles of range in one charge.
Performance between the R1T and the R1S is identical, with 135 kWh SUV capable of traveling from 0-60 mph in 3 seconds flat. Keeping the company’s character, the R1S could go through up to 1 meter of water. That said, the two vehicles also have their differences.
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- The Rivian R1S. [Credit: Rivian]
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- The interior of the Rivian R1S. [Credit: Rivian]
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- The Rivian R1S dashboard. [Credit: Rivian]
The Rivian R1S SUV. [Credit: Rivian]
The R1S, for one, has a slightly shorter wheelbase at 3,075 mm, which is less than the R1T’s 3,450 mm. Due to the absence of a bed, the R1S’s 5,040 mm overall length is also shorter than the R1T’s 5,475 mm length. Being a three-row SUV capable of seating seven, the R1S does not have as much storage as the R1T as well, with flourishes such as the pickup truck’s “gear tunnel” being absent on the vehicle. That said, the R1S is still capable of hauling a generous amount of cargo, thanks to its 330-liter frunk and its foldable third-row seats.
We asked the company why it opted to release an SUV together with its flagship pickup truck, considering that the SUV market is equally as dominated by big-name, veteran carmakers. Rivian noted that the risk for the R1S is actually quite low, considering that it shares 93% of the R1T pickup truck’s components. The company further pointed out that the SUV market has already been established, and the success of vehicles like the Tesla Model X, which is built on the Model S platform, has proven that cross-pollination is a viable strategy.
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- The Rivian R1T and R1S take center stage at the 2018 LA Autoshow
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- The Rivian RT1 and the R1S compared. [Credit: Rivian]
Teslarati‘s Christian Prenzler was able to get an early preview of the Rivian R1S prior to its unveiling, and he notes that the vehicle’s overall form and size seem to be similar to the Chevrolet Tahoe and the GMC Yukon. He also stated that the SUV has a liftgate at the rear, which gives passengers a place to sit on. The R1S’ third-row seats, which are usually cramped in conventional SUVs, are also adjustable, allowing passengers to gain more legroom in exchange for less luggage space.
Rivian CEO and founder RJ Scaringe stated that he wants the company’s vehicles to focus on the adventure niche. In this light, the R1S SUV and the R1T electric pickup truck complement each other well, allowing the company to enter two hyper-competitive segments with vehicles that have a serious punch.
“They may have different form factors, they may be different sizes, but every single one of [our products] has to have this Patagonia-like feel of enabling adventure. We want to keep that very sharp. We want to focus only on the adventure space, so customers understand what we stand for,” he said.
Reservations for the R1S SUV are now open. Interested customers can place a refundable $1,000 deposit for the vehicle here. Production is expected to begin in 2021.
With assistance from Christian Prenzler.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
News
Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
