Former CEO of Porsche Cars North America, Kjell Gruner, is set to join Rivian, an electric vehicle start-up, in a undisclosed capacity, according to sources familiar with the matter, as reported by Automotive News Europe.
Gruner recently left Porsche USA, stating that it was his own decision, after leading the American division for less than three years. During his tenure, he successfully guided the German sports car manufacturer through the challenges posed by the pandemic and positioned the brand for a record-breaking year in sales. Dealers are projected to sell 80,000 units next year, representing a nearly 15 percent increase compared to 2022.
Before his role as CEO at Porsche USA, Gruner served as the Vice President of Marketing for parent company Porsche AG since 2010. Prior to that, he held the position of Director of Strategy at Mercedes-Benz Cars.
While it is unlikely that Gruner will replace Rivian’s founder and CEO, RJ Scaringe, his appointment brings a significant level of prestige to the American EV manufacturer. Rivian currently offers the R1T all-electric pickup and R1S zero-emissions SUV, both positioned in the higher price range, starting at over $70,000.
Ivan Drury, the Insights Director for Automotive News at Edmunds, believes that having an experienced automotive veteran like Gruner, with expertise in selling high-end products, will greatly benefit the Rivian brand.
In a LinkedIn post announcing his departure from Porsche, Gruner acknowledged the strength of his team, the brand, and the products at the German marque. However, he expressed a desire for new challenges and the opportunity to conquer new frontiers in his career.
If the reports are accurate, Gruner will face significant responsibilities at Rivian. The California-based EV manufacturer is currently investing billions of dollars in launching the new R2 vehicle platform and establishing a second assembly facility near Atlanta to complement its existing plant in Normal, Illinois.
Rivian reported a loss of $1.35 billion in the first quarter of this year, with revenue amounting to $661 million. Despite these financial challenges, the company continues to make strides in the EV market with its R1T, R1S, and Amazon Electric Delivery Van (EDV) offerings.
