Rivian EV innovation to be highlighted by STEM company CrunchLabs

Rivian and CrunchLabs, a Science, Technology, Engineering, and Mathematics (STEM) innovation company founded by engineer and YouTube creator Mark Rober, have partnered to give consumers a closer look at the innovation, engineering, and real-world impact behind the automaker’s electric vehicles and technology.

Rober and CrunchLabs will create original content that gives audiences a deeper understanding of Rivian’s technology and manufacturing, according to a Rivian press release.

Rober will spotlight the science behind Rivian’s electric platforms, autonomy investments, and safety features in ways that make advanced technology accessible and engaging.

The initiative will roll out in phases throughout the year, beginning with a featured session between Rivian founder and CEO RJ Scaringe and Rober at SXSW on March 13 in Austin, Texas.

The session will feature one of Rober’s signature live scientific demonstrations before transitioning into an on-stage conversation between Rober and Scaringe.

Rivian says it will serve as Rober’s exclusive automotive partner, underscoring the depth of the relationship and the shared belief that advanced technology should be understandable, tangible, and inspiring to a broad audience.

“Rivian is building technology that deserves to be understood,” said Rober in the release. “When companies make major investments in engineering, especially in areas like autonomy and safety, the real opportunity is helping people see how that innovation improves their everyday lives. That’s the kind of meaningful partnership we look for.”

Scaringe added that Rober has a rare ability to make advanced engineering feel intuitive and exciting.

“As we prepare to introduce new vehicles like R2, we want to peel back the curtain on technology that makes these experiences possible,” he said. “Our work with him and CrunchLabs is about more than just showing off cool tech: it’s also about demonstrating the incredible innovation and creativity that goes into Rivian products, while inspiring the next generation of engineering and automotive leaders.”

Across digital platforms, the partnership will include multiple creator-produced videos, channel takeovers, and short-form content, all published across Rober’s social channels.

Following SXSW, the partnership will expand into additional live activations this summer, including a nationwide family-focused initiative across Rivian’s retail spaces. The collaboration will also explore opportunities spanning media, physical products, and live experiences.

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Featured image: Rivian logo provided by Rivian