Rivian Showcases R2 Electric SUV at SXSW with Off-Road Demo

EV maker builds temporary course on Congress Avenue to highlight new model's capabilities

Mar. 12, 2026 at 8:20pm

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Electric vehicle manufacturer Rivian used the South by Southwest (SXSW) festival in Austin, Texas as a platform to debut its upcoming R2 electric SUV. The company constructed a 270-foot off-road demonstration course on Congress Avenue, allowing attendees to experience the vehicle's performance over various obstacles and terrain.

Why it matters

Rivian's showcase of the R2 at SXSW highlights the company's efforts to expand its presence in the Austin region and position itself as a competitor to local EV giant Tesla. The temporary off-road course allowed Rivian to directly demonstrate the R2's capabilities to potential customers in an engaging, experiential way.

The details

During the SXSW demonstrations, Rivian drivers guided the R2 SUV through a course designed to simulate off-road conditions, including an off-camber turn, angled wedges, and a steep block hill climb. The course was built using over 2,500 tons of locally sourced recycled asphalt. The R2 is expected to start at $57,990, accelerate from 0 to 60 mph in about 3.6 seconds, and have an estimated driving range of up to 330 miles.

  • Rivian filed plans for a $9.5 million service and sales center in Round Rock earlier this year.
  • Construction on the Round Rock facility is expected to begin this spring and last about a year.
  • Rivian is a sponsor of SXSW 2026, as it was in 2025.

The players

Rivian

An electric vehicle maker that has positioned itself as a rival to Austin-based Tesla. Rivian was founded in 2009 and is expanding its presence in the Austin region.

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What’s next

Rivian is expected to begin deliveries of the R2 electric SUV later this spring.

The takeaway

Rivian's showcase of the R2 at SXSW underscores the company's ambitions to challenge Tesla's dominance in the Austin market and appeal to consumers seeking an electric vehicle with robust off-road capabilities.