Rivian and CrunchLabs, the STEM company founded by engineer and YouTube creator Mark Rober, have announced an exclusive, multi-phase partnership. The collaboration will produce original content, live events, and nationwide activations designed to showcase the engineering behind Rivian’s electric vehicles. Rivian will serve as Rober’s exclusive automotive partner.
Highlights
- Rivian and CrunchLabs will produce original video content spotlighting the science behind Rivian’s electric platforms, autonomy investments, and safety features.
- The partnership launches at SXSW on March 13 in Austin, with a live session between Rivian CEO RJ Scaringe and Rober at Rivian’s Electric Roadhouse.
- Rober reaches over 500 million viewers monthly across YouTube, Netflix, and Samsung TV Plus, with 73 million YouTube subscribers.
- Nationwide activations are planned for summer 2026 across Rivian’s retail spaces, with additional media and product collaborations to follow.
Content Strategy Targets Broad Audiences
The partnership will produce multiple creator-driven videos, channel takeovers, and short-form content published across Rober’s social channels. Rober is known for translating complex engineering concepts into accessible, family-friendly video content. His portfolio includes viral engineering experiments, a Top 10 global kids show on Netflix, and a dedicated FAST channel on Samsung TV Plus.
For CrunchLabs, the collaboration reflects a strategy of partnering with brands that invest in engineering and innovation. For Rivian, it offers a platform to explain EV technology to consumers and younger audiences.
SXSW Launch Event Set for March 13
The initiative kicks off with a featured session at SXSW on Friday, March 13 in Austin. Rivian’s Electric Roadhouse at 208 S. Congress Ave will host the event, which will feature one of Rober’s live scientific demonstrations followed by an on-stage conversation with Scaringe.
Rivian CEO RJ Scaringe said the partnership aligns with the company’s plans around new vehicles. As Rivian prepares to introduce the R2, the collaboration aims to give consumers a closer look at the technology behind its products.
Partnership Extends Beyond Digital Content
Following SXSW, the collaboration will expand into live activations this summer. A nationwide family-focused initiative across Rivian’s retail spaces is planned. Additional phases will explore opportunities in media, physical products, and live experiences throughout the year.
Mark Rober said Rivian’s engineering investments, particularly in autonomy and safety, represent the type of technology that consumers should understand. He noted that helping people see how innovation improves daily life is the kind of partnership CrunchLabs pursues.
About Rivian
Rivian develops and manufactures electric vehicles with vertically integrated technologies and services. The company’s platform spans electrical architecture, end-to-end software, autonomous driving, artificial intelligence, and propulsion. Rivian vehicles are manufactured in the United States and sold directly to consumer and commercial customers.
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