Rivian has recently unveiled its new internal performance division, the Rivian Adventure Department, or RAD. This innovative team, comprising expert designers, engineers, and passionate enthusiasts, is dedicated to elevating the performance capabilities of Rivian's electric vehicles, such as the R1S, and delivering enhanced driving experiences to its customers. The establishment of RAD is a significant step in solidifying Rivian's identity as a brand for automotive enthusiasts, drawing parallels with established high-performance divisions like BMW's M or Mercedes-AMG, and hinting at a future where special RAD-branded models could hit the market. The genesis of this division can be traced back six years to intensive testing of R1T prototypes, an endeavor that cultivated a spirit of relentless challenge and innovation within the company.
Rivian's New Performance Division Debuts at FAT Ice Race
In February 2026, Rivian officially introduced its new performance division, the Rivian Adventure Department (RAD), marking a pivotal moment for the electric vehicle manufacturer. The division's roots stretch back six years to a challenging expedition where R1T prototypes underwent rigorous testing from the southern tip of South America to Los Angeles. This experience fostered a culture of pushing boundaries and embracing adventure, which ultimately led to the formal establishment of RAD.
Jeff Hammoud, Rivian's Chief Design Officer, emphasized that RAD embodies the core passion and adventurous spirit that define Rivian. This ethos extends throughout the company, from its designers and engineers to its community of owners. The hands-on experience gained from events like the 2023 Rebelle Rally, where the team refined the Soft Sand mode for deep sand conditions, and the Pikes Peak challenge, directly influenced the development of the RAD Tuner tool. This innovative tool allows Gen 2 Quad owners to customize their drive modes in real-time, adjusting parameters such as power output and torque bias based on real-world testing in various presets like Desert Rally and Hill Climb.
The official debut of RAD is slated for the 2026 FAT Ice Race in Big Sky, Montana. At this event, Rivian will showcase the RAD team and their distinctive new livery, characterized by bold orange, red, and white striping. The team will also compete with the latest Quad R1S, a formidable electric vehicle boasting 1,025 horsepower and 1,198 lb-ft of torque, capable of accelerating from 0 to 60 mph in a mere 2.5 seconds under ideal conditions. This display offers a glimpse into what a potential production RAD model could look like, hinting at future high-performance offerings. Given Rivian's strong off-road heritage, a future R3 or R2 RAD model could enter a competitive arena against vehicles like the Ford Mustang Mach-E Rally, promising an exhilarating face-off in the EV market.
Hammoud reiterated that the Rivian Adventure Department is more than just a name; it represents a dedicated focus on the transparent and adventurous spirit that drives every vehicle Rivian designs and every journey its customers embark upon. It signifies an enduring commitment to perpetually challenge the limits of adventure.
The introduction of the RAD department is a strategic move that adds a new dimension to Rivian's rapid expansion. After initially focusing on high-end, full-size electric vehicles, Rivian is now broadening its market appeal with more accessible and exciting products. The upcoming launch of the smaller R2, soon to be followed by the even more compact and affordable R3, will undoubtedly benefit from the insights and innovations developed by RAD. This approach mirrors that of other automotive brands, such as Genesis with its new Magma division, and established players like BMW and Mercedes, which have been producing performance EVs for years. By creating a dedicated performance division, Rivian distinguishes itself as a brand for enthusiasts, moving beyond the perception of just another EV startup producing generic crossovers. This initiative underscores Rivian's ambition to be at the forefront of electric vehicle innovation and performance.
