Rivian Appoints Greg Revelle as Chief Customer Officer to Lead Go-to-Market and Customer Strategy

Rivian appoints Greg Revelle as Chief Customer Officer, naming the experienced eCommerce and automotive leader to oversee the company’s entire customer journey including sales, marketing and operations as the EV maker scales its business and prepares for the launch of its next-generation midsize R2 SUV.

Rivian Automotive, Inc. announced the appointment on January 12, 2026, positioning Revelle to drive cohesive customer-focused execution across consumer and commercial channels at a pivotal moment in the company’s growth trajectory.

Leadership With Broad Industry Experience

Greg Revelle joins Rivian from Revatek, a startup he founded that specialized in energy storage solutions for off-grid outdoor experiences, and brings a diverse leadership background from roles at Kohl’s, Best Buy, AutoNation and Expedia. He also serves on the board of Cars.com, underscoring a career built around customer-centric business transformation and operational scaling.

In his new role as Chief Customer Officer, Revelle will be responsible for shaping and executing Rivian’s go-to-market strategy, aligning sales, marketing and operations to enhance the ownership experience and strengthen the brand’s connection with a growing customer base.

Strategic Timing Ahead of R2 Launch

Revelle’s appointment coincides with Rivian’s preparations for the R2 SUV, a five-passenger midsize electric vehicle built on the company’s new platform expected to enter the market in the first half of 2026 and serve as a cornerstone of Rivian’s broader lineup expansion strategy.

The new leadership role reflects Rivian’s emphasis on scaling customer engagement and operational excellence as it transitions from niche volumes toward broader market reach while maintaining a strong focus on owner satisfaction and brand loyalty.

A Customer-First Focus for Growth

Rivian Founder and CEO RJ Scaringe noted that Revelle’s track record in leading large teams across dynamic industries aligns with the company’s priorities as it expands its footprint and brings new products to market. The appointment underscores Rivian’s commitment to blending product innovation with world-class customer experience execution, a critical differentiator in the competitive EV landscape.

As Revelle steps into this newly established executive role, stakeholders will be watching how his leadership shapes Rivian’s customer strategy, supporting both the R2 launch and ongoing efforts to refine and elevate the end-to-end ownership experience.

CXO Insiders is a platform for C-suite leaders, offering expert insights, industry trends, and strategic guidance. It covers leadership, technology, marketing, HR and operations to support executive decision-making.

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