Rivian is about to attempt one of the hardest moves in the auto industry. Going from a cool startup to a real mainstream brand. Its upcoming SUV, expected to start around $57,990 with roughly 330 miles of range, is designed to do exactly that. A more attainable Rivian aimed beyond early adopters. The timing is… complicated. EV demand has cooled, incentives are changing, and legacy automakers are recalibrating their strategies. But Rivian’s entire future may hinge on this moment. Because building a great EV startup is one thing. Building a sustainable car company is something else entirely. Watch the full episode at the link in our bio.