Rivian and CrunchLabs Launch Exclusive 2026 Collaboration

Rivian and CrunchLabs unveil a 2026 partnership featuring Mark Rober content, SXSW debut and insights into EV, safety and autonomy technology.

Rivian has announced an exclusive partnership with CrunchLabs, the STEM education company founded by engineer and science communicator Mark Rober. The multi-phase collaboration will unfold throughout 2026, spanning digital content, live events and nationwide activations.

At its core, the initiative aims to make complex engineering accessible to a broad audience. Rober, known for turning intricate technical concepts into engaging large-scale experiments, will create original content focused on Rivian’s electric platforms, investments in autonomy, safety systems and manufacturing processes. As part of the agreement, Rivian will serve as his exclusive automotive partner.

The partnership will officially launch on March 13 in Austin during SXSW. At Rivian’s Electric Roadhouse (208 S. Congress Ave), Rober will present one of his signature live science demonstrations before joining Rivian Founder and CEO RJ Scaringe for an on-stage conversation. Additional details about the event are expected to be announced separately.

Beyond SXSW, the collaboration is designed to expand through summer activations, including family-focused initiatives across Rivian retail spaces nationwide. The content will be distributed across Rober’s channels, which collectively reach more than 500 million viewers monthly. He counts over 73 million YouTube subscribers and more than 8 billion total views, alongside projects on Netflix and a dedicated FAST channel on Samsung TV Plus.

For Rivian, the move comes at a strategically important moment. The company has projected 62,000 to 67,000 vehicle deliveries in 2026 and is preparing to begin deliveries of the new R2 in the second quarter of 2026. Public statements position R2 as a key step in scaling production and supporting the company’s next phase of growth.

Rivian continues to develop its vertically integrated software architecture and Autonomy+ driver assistance system. Features such as hands-free driving on select highways, co-steer, automatic parking and over-the-air updates form part of its broader push into advanced driver assistance and autonomy technologies.

CrunchLabs, founded by Rober in 2022, builds its business around STEM subscription kits and educational products designed to encourage children to think like engineers. Rober previously worked as an engineer at NASA, contributing to projects related to the Curiosity rover, before later joining Apple. His blend of entertainment and science communication aligns naturally with Rivian’s effort to demystify electric vehicle technology.

With competition intensifying in the electric pickup and SUV segments, the partnership signals more than a marketing initiative. It reflects a broader strategy to connect engineering innovation with public understanding at a time when Rivian is expanding production and preparing to introduce new vehicles to the market.