On Thursday, Rivian unveiled the specifications and pricing information for its crucial R2 SUV, and the firm finally addressed a long-standing inquiry: When will buyers be able to purchase the anticipated $45,000 entry-level model?

The response is “late 2027,” as per the company’s press announcements. However, there’s a stipulation. The terminology Rivian is currently using indicates that the base model R2 will be “starting around $45,000.” This is a significant shift from the way the company had been previously marketing the R2 as “starting at $45,000” on its website. (Emphasis mine.)

This development is not exactly unexpected. As reported by TechCrunch last week, Rivian eliminated the “starting at $45,000” phrasing from its website in February.

Moreover, many factors have transformed since Rivian initially introduced the R2 in March 2024. The $7,500 federal EV tax credit is no longer available. Established automakers have ceased purchasing regulatory credits from companies like Rivian, effectively terminating a flow of what appeared to be free financial resources inflowing into its finances. Former President Trump’s disruptive tariffs have escalated the expenses of components and materials that Rivian utilizes for manufacturing its EVs.

In certain respects, Rivian faces even more significant obstacles to confront.

Sales of its R1T truck and R1S SUV experienced a downturn in 2025. Rivian is preparing to commence the construction of a massive factory in Georgia, where it anticipates producing hundreds of thousands of R2 SUVs (and eventually, R3 hatchbacks).

The firm is also attempting to orchestrate what could become one of the swiftest electric vehicle launches in American history with its more upscale R2 versions this year. Rivian is forecasting sales between 20,000 and 25,000 R2s by the conclusion of 2026. If successful, only Tesla’s Model Y would have achieved 20,000 in sales at a faster pace.

Rivian informed TechCrunch that it aimed to commence with the more expensive performance R2 models “so owners can experience the absolute peak of the new platform first.”

“Launching with a high-spec trim is a standard practice in the industry and establishes the stage for the entire lineup by demonstrating the remarkable capability and acceleration that make a Rivian unmistakable, all while we ramp up production into our Premium and Standard configurations afterward,” stated the company.

Rivian plans to release a “Standard” R2 in the first half of 2027 that will begin at $48,490, with a range reaching up to 345 miles. The actual base model will only achieve around 275 miles. This could indicate how Rivian is approaching the base model cost — fewer batteries typically correlate with reduced expenses. The base model’s more limited range may also serve a dual purpose by motivating customers to spend several thousand dollars more for noticeably better range.

Rivian indicated to TechCrunch that the two Standard models share the same rear-wheel-drive system but did not specify if there are other distinctions besides the battery capacity that would account for the price variation. It also opted not to comment on its upselling tactics.

“We have implemented substantial internal engineering, development, and business initiatives to achieve our target price. We streamlined complexity by transitioning to a zonal electrical architecture, minimizing the number of electronic control units, and employing our in-house drive units,” the company stated. Rivian noted it also utilized lessons learned from reducing costs in its second-generation R1 vehicles and improved supplier relationships.

This messaging appears just months after Rivian consented to a $250 million settlement regarding a class action shareholder lawsuit tied to the sudden price increases for its R1 vehicles back in 2021.

It also echoes some of the controversies Tesla found itself in a few years ago. Elon Musk and his firm had spent a significant amount of time promising that the Model 3 would retail for $35,000. However, Tesla offered a $35,000 Model 3 for a brief period “off-menu,” and that initiative did not endure long. Many customers who attempted to purchase it were pressured into opting for higher-trim versions, while Musk publicly lamented the challenges in meeting his prior promise.

Another Tesla model was initially announced at an appealing price that never materialized: the Cybertruck. Tesla originally promoted the steel-bodied pickup in 2019 as starting at just $40,000. Ultimately, it launched at much steeper prices that, combined with its widely unappealing design, resulted in disappointingly low sales.

It seems improbable that the R2 will face as severe a fate as the Cybertruck did for Tesla. After all, it’s a significantly more accessible vehicle that is also starting at a much lower cost — all without the political ramifications of having Elon Musk as the CEO. However, only the coming years will reveal whether the R2’s entry model will follow a trajectory more akin to the $35,000 Model 3, the Cybertruck, or something entirely distinct.