"I was tracking the data really closely,"
"I said, holy smokes, no one will sign up for this, and if this is our plan to address climate change, we're going to lose,"
RJ Scaringe tested extreme personal carbon-cutting measures and found the lifestyle impractical and insufficient to eliminate his footprint. He concluded that rapid technological innovation must replace voluntary deprivation to address climate change. Scaringe founded Rivian to design modern vehicles with cleaner powertrains rather than asking consumers to make painful sacrifices. Rivian targets the large, carbon-heavy pickup and SUV market to achieve meaningful emissions reductions. Major partners and investors such as Amazon provide capital and distribution advantages that could help Rivian scale production and challenge entrenched consumer preferences.
Read at WIRED
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