---
title: "Rivian CEO says RAD vehicles will get major hardware upgrades"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/289672715.md"
description: "Rivian CEO announced that its RAD vehicles will undergo significant hardware upgrades, focusing on fundamental performance improvements rather than just visual changes. Inspired by motorsports and off-road exploration, these adventure-driven models prioritize excitement and capability over balanced utility. This strategy aims to target enthusiasts willing to pay a premium, creating a halo effect similar to BMW M or Mercedes AMG."
datetime: "2026-06-13T19:23:38.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/289672715.md)
  - [en](https://longbridge.com/en/news/289672715.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/289672715.md)
---

# Rivian CEO says RAD vehicles will get major hardware upgrades

Hardware-first approach: RAD models will feature fundamental hardware improvements to boost performance, going beyond visual updates. Adventure-driven design: Inspired by motorsports and off-road exploration, RAD vehicles aim for excitement and capability over balanced utility. Market positioning shift: By targeting enthusiasts willing to pay more, Rivian seeks to create a halo effect similar to BMW M or Mercedes AMG.

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