RJ Scaringe's (CEO Rivian Automotive) goal over the course of the next 10 years, is to pull people out of their traditional vehicles and have them switch over to a vehicle at Rivian. He wants owners of BMW's and Land Rover's to be able to own a Rivian as the capability of luxury, comfort, on road stability, and the terms of function are still there. Allowing them also to transport gear or whatever suits their needs. A day out to the beach with the family becomes effortless with a Rivian.

https://www.inverse.com/article/53983-rivian-ceo-rj-scaringe-on-electric-adventure