Rivian is teaming up with one of the biggest names in science education to make electric vehicles a lot less mysterious for the next generation. The American automaker has announced an exclusive, "multi-phase partnership" with CrunchLabs, the STEM-focused company founded by former NASA engineer and YouTube star Mark Rober.
The collaboration aims to take a deep dive into the engineering that makes Rivian’s vehicles tick. Rober, who reaches over 500 million viewers monthly, will be creating original content that breaks down Rivian’s EV technology, manufacturing, and safety features in his signature high-energy, accessible style.
Engineering for the Next Generation
CrunchLabs has quickly become a household name for families through its subscription-based "Build Boxes" and "Creative Kits." These kits are designed for kids ages 6 to 13+ and encourage them to "think like engineers" by building hands-on projects. For older teens and adults, the company even offers "Hack Packs" that dive into coding and robotics.
By partnering with Rober, Rivian is essentially positioning itself as the "cool" brand for future engineers. Rivian Founder and CEO RJ Scaringe noted that the goal is to show off the creativity behind their products while inspiring young leaders. "As we prepare to introduce new vehicles like R2 we want to peel back the curtain on technology that makes these experiences possible," Scaringe said in the official press release.
Mark Rober echoed that sentiment, emphasizing that the partnership is about helping people see how high-level engineering improves their lives. "Rivian is building technology that deserves to be understood," Rober added.
What to Expect This Year
The partnership officially kicks off at SXSW in Austin on March 13. Scaringe and Rober will host a featured session at Rivian’s "Electric Roadhouse," which will include one of Rober’s famous live scientific demonstrations.
Beyond digital content and creator-produced videos, the collaboration will move into the real world this summer. Rivian plans to host nationwide, family-focused "activations" across its retail spaces. This could be a massive win for Rivian’s brand awareness, especially as it prepares for the highly anticipated launch of the R2 SUV.
A Brand Built on Feedback
Rivian has already shown that it values community input and "real-world" testing. For instance, the company recently revamped its 'Kneel Mode' in the recent 2026.03 update. Those changes were actually inspired by feedback from tech YouTuber Zack Nelson (JerryRigEverything) and his partner Cambry, highlighting how much Rivian pays attention to the tech community.
By making Rivian the "exclusive automotive partner" for CrunchLabs, the brand is securing a long-term connection with a massive, tech-savvy audience. It’s a smart move that turns complex electrical architecture into something a 10-year-old can be excited about — and potentially work on one day.
