Why Rivian Is Keeping R2 Reservation Numbers a Secret

Rivian hasn’t shared an update on R2 reservation numbers since July 2024, when Rivian VP of Manufacturing Tim Fallon said they had “well over 100,000.” Since then, nothing. It’s not because demand is weak—it’s actually the opposite. But there are a few smart reasons why they’re keeping quiet.

First, there’s the investor angle. Big reservation numbers sound great, but they also bring pressure. If Rivian announced 300,000 reservations, people would immediately ask: “Can they actually build that many?” By keeping expectations in check, they avoid setting themselves up for scrutiny before they’re ready.

Then there’s production. We’ve seen how long wait times can frustrate customers. If Rivian knows it’ll take years to fulfill all the orders, why create unnecessary hype? Staying quiet helps manage expectations.

There’s also demand control. If they announce huge numbers, even more people might rush to reserve one—some just to flip their spot. Keeping things vague helps ensure that most reservations come from real buyers, not speculators.

And, of course, competition. If Rivian reveals overwhelming demand, other automakers such as Ford or GM might speed up their own midsize EV plans. Right now, Rivian has the lead, so why give competitors a reason to catch up faster?

Eventually, Rivian will have to share an update. But for now, keeping things quiet gives them more control and keeps expectations realistic.