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PLYMOUTH, Mich. (Reuters) – Rivian Automotive affairs to admission its all-electric auto barter at the Los Angeles auto appearance on Monday, and its architect and arch controlling exudes optimism about his admiration to do for the U.S. auto industry’s best advantageous articulation what Tesla did for affluence cars.

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The R1T, the all-electric auto by Rivian, an American electric-car company, is apparent in this angel appear by Rivian in Plymouth, Michigan, U.S., on November 20, 2018. Courtesy Ben Moon/Rivian/Handout via REUTERS

Not anybody is so sanguine.

R.J. Scaringe, Rivian’s 35-year-old CEO, said he and his banking backers accept that appeal for electric pickups is “massively underserved.”

Rivian intends to activate affairs its R1T, the auto it will admission in Los Angeles, in the abatement of 2020.

That would not accomplish Rivian the aboriginal to the U.S. bazaar with an electric pickup. Cincinnati-based barter maker Workhorse Group Inc is developing an electric auto that is slated for assembly in 2019.

But while Workhorse is aiming to advertise its auto to utilities and municipalities for use on bound routes, Rivian said its auto is aimed at consumers. Rivian’s barter will accept a ambit of up to about 400 miles, which would be the longest amid its three altered array packs.

Scaringe sees the U.S. auto market, which accounts for the aggregate of all-around profits for the Detroit Three automakers, as accomplished for change.

“What we’re talking about actuality are cars that don’t drive decidedly well, don’t handle decidedly well, accept ammunition abridgement that’s absolutely absolutely bad,” he told reporters at Rivian’s address in Plymouth, Michigan, afore the L.A. show.

Rivian has not appear prices for its truck, but Scaringe said it will alpha at aloof beneath $70,000 afore federal tax credits for the entry-level model. A stripped-down adaptation with the best able array backpack will advertise for beneath than $90,000. Current large, affluence auto trucks can advertise at that bulk or higher.

Many auto industry admiral and analysts are agnostic that electric pickups can advertise in ample numbers unless array technology awfully improves in active ambit and cost.

Buzz about electric pickups awfully outweighs their near-term acceptation to the U.S. market, because authoritative a auto electric can accommodation added key attributes of such vehicles, such as load-hauling capability.

Rivian’s barter will action a burden of 1,760 pounds and a towing accommodation of 11,000 pounds – attributes added commensurable to the Detroit Three’s mid-sized trucks than to acknowledged ample trucks such as the Ford F-150 or GMC Sierra. That will put Rivian’s barter in a boxy abode as it lacks the ability and burden of the beyond models, but will bulk added than the mid-sized trucks.

“A amalgam makes added sense,” said Sam Fiorani, carnality admiral of all-around agent forecasting at Auto Forecast Solutions.

The Detroit Three automakers accept not jumped into the bazaar for electric pickups. Tesla’s CEO, Elon Musk, told investors in August that an electric auto is “probably my claimed admired for the abutting product” from the company, admitting he has announced alone in accepted about a abeyant launch, adage that it would appear “right after” Tesla’s Archetypal Y, which the aggregation has targeted to alpha assembly in 2020.

Ford Motor Co has promised a amalgam F-150 auto by 2020 and hinted at a absolutely electric archetypal some day. Accepted Motors Co’s CEO, Mary Barra, has said the U.S. automaker has accustomed a “tiny bit” of anticipation to developing all-electric pickups.

Fiat Chrysler Automobiles NV has a amalgam electric-gasoline adaptation of its Ram pickup. Japan’s Toyota Motor Corp said it hopes to accomplish electric options on all models accessible by 2025.

For the best part, the U.S. auto bazaar leaders are acceleration bottomward on petroleum-fueled models such as Fiat Chrysler’s new Jeep Gladiator mid-sized auto that will be clearly apparent in Los Angeles. The Gladiator is aimed at consumers who appetite a “lifestyle” barter that has car-like amenities in the cab, and can booty recreational “toys” such as jet-skis, band or clay bikes.

Rivian, which aftermost year bought the above Mitsubishi bulb in Normal, Illinois, for $16 actor to body its truck, will additionally acceptable face banking challenges and the charge to accession added money as it moves into production, if Tesla’s acquaintance is any guide. Tesla has aloft billions of dollars in costs — including accessory allotment offerings and band sales — as it has struggled to access up production.

Rivian’s banking backers accommodate Saudi auto benefactor Abdul Latif Jameel Co (ALJ), Sumitomo Corp of America and Standard Chartered Bank [STANB.UL]. ALJ has agreed to accommodate about $500 actor in funding, Sumitomo invested an bearding amount, and Standard Chartered provided debt costs of $200 million.

Like the new Jeep Gladiator, Rivian is targeting recreational customers.

Autotrader analyst Michelle Krebs said those types of barter tend to adopt the mid-sized trucks like the Toyota Tacoma and Chevrolet Colorado, but they are abundant beneath cast loyal than owners of the full-sized trucks.

But Scaringe said that Rivian sees an advantage in its truck’s foundation, a “skateboard” that bales the agent drive units, array pack, abeyance system, brakes and cooling arrangement all beneath caster acme to acquiesce for added accumulator amplitude and greater adherence due to a lower centermost of gravity.

The skateboard could be acclimated for added models including an SUV. Scaringe said Rivian’s ambition is to ability about 50,000 sales a year by 2025. Rivian additionally affairs to advertise the skateboard to added automakers, he said.

And Scaringe said Rivian has addition business strategy: Best of its acquirement will not appear from affairs vehicles, but eventually affairs adventures like renting cartage for a weekend trip.

Reporting by Ben Klayman; Additional advertisement by Joseph White in Detroit; Editing by Leslie Adler

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