Silicon Valley, CA – Late last month, Rivian and CrunchLabs, the STEM innovation company founded by former NASA engineer and YouTube creator Mark Rober, announced an exclusive partnership.
The partnership marks a multi-phase collaboration designed to give consumers a closer look at the innovation, engineering and real-world impact behind Rivian’s electric vehicles and technology.
Rober and CrunchLabs will create original content that gives audiences a deeper understanding of Rivian’s technology and manufacturing. Rober will spotlight the science behind Rivian’s electric platforms, autonomy investments and safety features in ways that make advanced technology accessible and engaging.
For CrunchLabs, the collaboration reflects a broader commitment to working with best-in-class brands that are investing meaningfully in engineering and innovation. For Rivian, it’s a chance to demystify EV technology and spark curiosity in the next generation of problem-solvers.
"When companies make major investments in engineering, especially in areas like autonomy and safety, the real opportunity is helping people see how that innovation improves their everyday lives. That’s the kind of meaningful partnership we look for," said Rober.
Rivian will serve as Rober’s exclusive automotive partner, underscoring the depth of the relationship and the shared belief that advanced technology should be understandable, tangible and inspiring to a broad audience.
"Mark has a rare ability to make advanced engineering feel intuitive and exciting," said Rivian CEO RJ Scaringe. "As we prepare to introduce new vehicles like R2, we want to peel back the curtain on technology that makes these experiences possible."
Rivian and CrunchLabs share a belief that engineering can solve real-world challenges and inspire the next generation of problem solvers. Across digital platforms, the partnership will include multiple creator-produced videos, channel takeovers, and short-form content, all published across Rober’s social channels.
Collectively, Rober reaches more than 500 million viewers monthly across YouTube, Netflix and Samsung TV Plus, with 73 million subscribers on YouTube alone. His content spans viral engineering experiments and a Top 10 global kids show on Netflix.
