The uncomfortable reality behind Rivian’s new ‘billion-dollar’ e-bike brand

A billion-dollar valuation is a headline that’s hard to ignore. And when it’s attached to a new e-bike brand spun out of a company like Rivian, it’s even harder not to get swept up in the excitement.

But zoom out for a moment, and a more complicated picture starts to emerge.

Because while the headlines celebrate a flashy new entrant into the micromobility space from Rivian’s e-bike brand ALSO, there’s an uncomfortable reality lurking underneath – one that the e-bike industry has seen play out more than once over the last few years.

And it hasn’t always ended well.