I've also seen Rivian vans with Factor meal delivery branding, besides the Amazon ones I've been seeing for the last several months/year. Congrats to Rivian for making a real business out of EV trucks.
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Yes, other things the company or CEO does are also diluting the brand. It’s still true that the company can be making a rational decision not to attack this segment.
Rivian’s marketing people probably hate that they’re doing this, but the company had $2.5B revenue and still lost $1.6B the first half of 2025. They’re in survival mode.
Somehow I doubt it. It's a big payday for the company and a big vote of confidence by a customer that doesn't mess around (as far as practical concerns go, ethics obviously doubtful). If Rivian wants to sell practical work EVs, this is their ideal scenario. People actually in the market for EV vans are going to do the math, and mostly won't care about the vague contamination by association with the Amazon brand.