My Rivian R1S Motor Started Whining During Regen, Then Smelled Like Burnt Metal - No Warning Lights Appeared
It’s the startup that dared to tackle adventure vehicles, selling eco-conscious trucks and SUVs that promised to take on the great outdoors without a drop of gas. For all its ambition, however, Rivian has faced the kind of growing pains you’d expect from any automaker trying to carve out a niche in a Tesla-dominated world. Mechanical issues, supply chain delays, and early production stumbles have all made headlines. Yet Rivian owners continue to sing the company’s praises, largely because of an unrivaled customer service ethos that might just be its saving grace.
Rivian’s Direct-to-Consumer Model vs. Dealership Opposition
- The direct-to-consumer approach lets automakers sell vehicles online directly to buyers, enabling them to set consistent pricing and streamline the purchase process while cutting out traditional dealer markups.
- Traditional dealerships oppose direct-to-consumer sales because bypassing the dealer network undermines their commission-based revenue streams and diminishes their role in providing personalized, local customer support and price negotiations.
- By selling directly, manufacturers can harness online platforms and data analytics to reduce overhead costs and fine‐tune the customer experience, advantages that disrupt the entrenched dealership model and spark legal and legislative challenges over franchise laws.
Rivian R1S Owner Experience
Consider the experience of Chris Su, a Rivian R1S owner who recently shared his story in the RIVIAN Electric Vehicles Discussion forum. What began as a routine drive took an unsettling turn when his SUV’s motor started making a loud whining noise during regenerative braking. He explained:
Car started making a loud whining noise whenever it regen. After driving a few minutes it started making similar noises whenever I accelerate. I pulled over got out of the car and the tires smelled like burnt metal most likely the motor. The motor temperature was fine and no warning signs on the dash. Anyone had this happened to there Rivian?
This isn’t the kind of story you want to hear about your $90,000 adventure vehicle. Worse, when Su contacted Rivian about repairs, the next available service appointment was more than six weeks away.
For most owners, this would be a flashpoint, a moment to lambast the company on social media or question their investment. But Su’s calm response, paired with faith in Rivian’s ability to
“make it right,”
Speaks volumes about the unusual relationship between the automaker and its customers.
Rivian’s Proactive Customer Service: Empathy and Engagement in the EV Era
What sets Rivian apart is its proactive, empathetic approach to customer care. While Su didn’t request a loaner, other owners have shared stories of Rivian stepping in with rental credits or temporary replacements, often without prompting. It’s a level of attention that feels almost personal, as though Rivian recognizes that early adopters aren’t just buying a truck or an SUV, they’re buying into the company’s vision. This dynamic was on full display during the 2025 California wildfires, when Rivian made personal calls to owners in affected areas, checking on their safety and offering support.
These stories reveal a company that values people as much as profits. It’s a refreshing departure from the traditional automaker playbook, which often involves call centers, endless escalation loops, and service departments more concerned with upselling than problem-solving.
Rivian’s employees regularly monitor owner forums, and CEO RJ Scaringe has reportedly called customers directly to address complaints. It’s as if Rivian understands that, in the absence of a dealership network, it needs to forge a deeper connection with its customers, and it’s working.
Rivian & Amazon Partnership: Driving the Future of Commercial Electric Vehicles
- Rivian secured a landmark agreement with Amazon to supply up to 100,000 electric delivery vans by 2030, with about 20,000 already on the road, positioning Rivian as a key player in the commercial EV market.
- Initially designed as an exclusive arrangement for Amazon’s logistics needs, the deal’s terms have evolved so that Rivian can now sell its vans to other fleet operators, broadening its market opportunities.
- Amazon’s role in the partnership is twofold: it’s both the primary customer and a significant investor (holding roughly 15–16% of Rivian’s stock), which strengthens the strategic link and helps fuel Rivian’s production expansion despite supply challenges.
Of course, goodwill alone won’t solve Rivian’s challenges. The company’s service infrastructure is still in its infancy, and owners like Su have found themselves waiting weeks for parts or repairs. The direct-sales model, while bypassing dealership markups, limits the availability of service centers, creating logistical headaches as Rivian scales. Meanwhile, the vehicles themselves, designed to tackle rugged terrain, must live up to lofty durability expectations. For a startup, even minor reliability issues become magnified in the harsh conditions that Rivian’s customers routinely subject their vehicles to.
How Rivian’s Loyal Customers Navigate Growing Pains
Yet for all its growing pains, Rivian has something many automakers lack, a fiercely loyal customer base willing to forgive its missteps. Owners like Su vent their frustrations in forums, sure, but they also rally behind the brand, often attributing the hiccups to the inevitable challenges of building a car company from scratch. It’s a testament to Rivian’s transparency, its willingness to engage directly with customers, and its efforts to show that it truly cares.
The road ahead is steep, with competitors like Tesla, Ford, and GM vying for dominance in the electric truck and SUV market. Rivian’s survival hinges on its ability to fix these issues quickly, scale production, and deliver vehicles that meet the sky-high expectations it has set for itself. But for now, the company’s relentless focus on customer care, checking in after wildfires, addressing concerns head-on, and fostering a sense of community, has bought it something money can’t buy: trust. For Chris Su and thousands of other Rivian owners, that trust is enough to keep them rooting for the underdog, even as they wait for the next service appointment.
Noah Washington is an automotive journalist based in Atlanta, Georgia. He enjoys covering the latest news in the automotive industry and conducting reviews on the latest cars. He has been in the automotive industry since 15 years old and has been featured in prominent automotive news sites. You can reach him on X and LinkedIn for tips and to follow his automotive coverage.