Rivian Automotive Inc. tapped retail and automotive veteran Greg Revelle as its first Chief Customer Officer on January 12, 2026, signaling a sharp focus on sales and service ahead of the crucial R2 SUV launch. Effective immediately, Revelle steps into a newly created role overseeing the full customer journey—from marketing and sales to operations—as the electric-vehicle maker races to scale amid softening demand and mounting losses.

Revelle arrives from Revatek, the energy-storage startup he founded in 2024 to power off-grid adventures, which he recently shuttered, according to Auto Remarketing. His resume spans executive stints at Kohl's as senior executive vice president and chief marketing officer, Best Buy as chief marketing officer, AutoNation as chief marketing officer and e-commerce general manager, and Expedia as vice president of worldwide online marketing. A Harvard Business School MBA and Princeton economics graduate, Revelle has served on Cars.com's board since 2017, per Eletric Vehicles.

Rivian’s Customer Chief Bet: Greg Revelle’s Play for R2 Dominance

“We are excited that Greg is bringing his deep experience across eCommerce, marketing and automotive to Rivian,” said CEO RJ Scaringe in the announcement. “Greg has a proven track record of leading large teams in a dynamic environment.”

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