Rivian’s Latest Announcement Takes Aim at the Ram TRX and Ford Raptor

Rivian’s new RAD division takes aim at the overlanding and enthusiast worlds in more ways than one.

Teal and white Rivian electric truck with red and yellow stripes driving on snow.

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Published March 7, 2026

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Updated March 9, 2026

Rivian looks to be upping its ante in the performance EV and overlanding enthusiast spaces. The trailblazing electric vehicle manufacturer just launched its latest venture: RAD, or the Rivian Adventure Department.

And much like Toyota Racing Development/GR, Ford Racing and even BMW M, it’s poised to be the brand’s enthusiast and performance division with a clear mission. That would be to push the limits of its vehicles and to build the most fun, capable and adventurous Rivians in all the land.

There’s no mucking about; we’re all for it.

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Coming after your neighbors’ overlanding rig

Multicolor Rivian pickup truck driving through snow with snow spray around the wheels. — Rivian launched its new RAD division at the 2026 FAT Ice Race in Big Sky, Montana.

Rivian has made a name for itself in the off-roading, electric vehicle and even the overlanding space as a truly capable and groundbreaking machine. With the automaker’s latest chapter, it most certainly wants to lean into that notoriety.

It all started back in 2020, when the company ambitiously took several of its R1T prototypes to the tip of South America. After realizing how capable the trucks were, the engineering team then decided to see how they held up in motorsports applications.

Three electric SUVs and a pickup truck with RAD branding and colorful stripes driving on a snowy road with pine trees in the background. — RAD is basically Rivian’s new in-house performance and development division.

The question RAD asks is “Should we push this further?” The answer is always “Yes.”
– Rivian Adventure Department Team

Following its victories at the world-renowned Rebelle Rally in 2023 and then at the Pikes Peak International Hill Climb, Rivian engineers knew they were also onto something. And not just from a performance standpoint, but capability-wise, too.

Rivian electric truck kicking up sand while driving uphill in a desert with sand dunes in the background. — After some of its motorsport successes, Rivian’s team now wants to see how much further it can take its vehicles.

For instance, during Pikes Peak, Rivian it set the record for the fastest production electric truck to complete the stage in 2023. It also went on to beat its own record the following year.

“RAD is where we maximize the capability of our vehicles. Subjecting them to extreme conditions — from the 14,000-foot ascent of Pikes Peak to the barren deserts of the Rebelle Rally,” said the R1’s chief engineer, Luke Lynch, in his statement.

“Though it isn’t just about competition. It’s about rigorously validating every system, component and algorithm,” Lynch continued. “The greatest outcome of developing the vehicles in these extreme environments is a beautifully well-rounded vehicle.”

Rivian knows adventure is out there

Two off-road vehicles kicking up dust while descending steep rocky slopes in a desert landscape. — Rivian now wants to see how much further it can push its vehicles to and beyond the limits.

Born from its competitive participation, the Rivian Adventure Department arose from Rivian’s efforts while tuning the competition vehicles for Rebelle Rally and Pikes Peak. That’s basically when the lightbulb moment happened.

After its success, Rivian established the subdivision to see how much further it could push its vehicles. To continue proving its mettle, Rivian hopes RAD participation in similar events will allow it to test and develop more performance-oriented upgrades and models.

White pickup truck driving on a winding dirt road through a rocky, arid landscape. — Itching for something more enthusiastic from Rivian? That’s what RAD is now for.

The plan also involves cranking up the performance and building even more purpose-built machines for specific purposes, beyond the preexisting models.

But more so, the division also opens its doors to future amateur and professional racers who seek to compete using Rivian vehicles.

Following its launch, RAD now says there’s more to come.

Rivian

Rivian didn’t officially announce what will come of RAD at this time, at least, in regard to new models or accessories. However, it did promise that there’s most certainly more to come.

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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