Yuri Xavier: I spent the last couple days driving your amazing car and I had so much fun. It was such a hit here in the house that my kids are now dying to get a Rivian.

Jeff Hammoud: No, that’s awesome—it worked!

Yuri Xavier: Tell me something about the feedback you hear when people first drive those cars. What are the things they comment on over and over?

Jeff Hammoud: I think it’s the ease of use and the fun nature we try to build in. There’s obviously a lot of technology under the hood—our EV platform and network architecture—but really it comes down to making the car usable, inviting, even playful in small UI touches, material choices, and that “friendly face” we designed. Customers often say, “Wow, I didn’t think it would drive that well,” or mention favorite features—everyone’s different, but the overall surprise and delight are consistent.

Yuri Xavier: One thing that stands out to me is that, while it’s a very modern car, it doesn’t feel cold. There’s warmth and soul to it—like it’s built for families, for adventure, for everyday life as well as off-road fun.

Jeff Hammoud: Exactly—we call it our Dr. Jekyll and Mr. Hyde personality: great off-road chops and smooth on-road comfort. Striking that balance was a huge focus in engineering and dynamics.

Yuri Xavier: In a world shaped by individual tastes and cultural heritage, how do you create a brand and product that feels inclusive—to people from all backgrounds?

Jeff Hammoud: Inviting means different things to different people. Some brands signal premium status, but feel untouchable—Mercedes, Hugo Boss, Armani. We wanted the opposite of pretension. Think Patagonia: premium but made for real-world use. So our design avoids aggressive “angry truck” cues (huge grills, menacing stance) and instead emphasizes approachability and versatility.

Yuri Xavier: Where do you draw the line between aesthetic and engineering constraints—when form must follow function?

Jeff Hammoud: We live by “form follows function.” The gear tunnel, for example, dictated that cut-line in the silhouette. A flat floor (no transmission tunnel) unlocks storage. Even playful details—like our in-door flashlight or anodized yellow hooks—blend utility and delight. When you design within regulations (crash safety, pedestrian protection, aerodynamics), finding those sweet spots of innovation is the real challenge—and the reward.

Yuri Xavier: When people choose a car—assuming price isn’t an issue—what matters most to them?

Jeff Hammoud: Styling is the first filter: “Do I like how this looks?” Then size/family fit, interior space, driving experience, and unique features (storage solutions, range, performance). For EVs, infrastructure drives “range anxiety,” but as charging becomes ubiquitous and faster, it will shift from range to charge time and availability.

Yuri Xavier: You’ve been at Rivian eight years, after 14 years at Jeep. What drew you to this startup?

Jeff Hammoud: I met RJ in 2017 and, even with low odds of success, felt I’d regret not taking the risk. Launching a brand from scratch—defining identity, building culture and design team—has been the highlight of my career.

Yuri Xavier: Finally, what are three recommendations: one book, one film, and who should be our next guest?

Jeff Hammoud:

• Read: The Prophet by Khalil Gibran

• Watch: Scarface (Al Pacino’s performance is unintentionally hilarious today!)

• Next Guest: An industrial designer I met at SXSW—Kiki (last name pending)—whose path and work in New York really inspired me.