The Executive Shakeup: Five Critical Challenges Facing Rivian's New Commercial Leader, Dagan Mishoulam

The Chief Commercial Officer (CCO) role at Rivian Automotive, Inc. has been one of the most dynamic and high-stakes executive positions in the electric vehicle (EV) industry, undergoing a significant and recent transition. As of late 2025, the company's commercial strategy is now being steered by a long-time internal veteran, Dagan Mishoulam, in the capacity of Senior Vice President of Commercial, following the swift and notable departure of the former CCO, Dr. Kjell Gruner, who moved to a leadership role at the Volkswagen Group, Rivian's new strategic partner. This executive change comes at a pivotal moment, right as Rivian prepares for the crucial launch of its next-generation, mass-market R2 and R3 vehicles, making the commercial leadership's performance absolutely critical for the company’s path to profitability and long-term viability.

This article dives deep into the recent executive reshuffle, the profile of the new commercial leadership, and the five most pressing commercial challenges Dagan Mishoulam and his team must navigate in 2025 and beyond to solidify Rivian’s position as a premium, high-volume EV manufacturer. The current executive structure, focusing on internal expertise, signals a strategic pivot toward maximizing efficiency and leveraging deep institutional knowledge to execute a complex global expansion and product rollout.

Executive Transition: Dr. Kjell Gruner's Short Tenure and Departure

The story of Rivian's CCO role in 2024 and 2025 is defined by a high-profile, yet brief, tenure and a surprising executive move that underscores the complex relationship between Rivian and the larger automotive world.

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Dr. Kjell Gruner: Biography and Executive Profile

• Full Name: Dr. Kjell Gruner
• Primary Role at Rivian: Chief Commercial Officer (CCO) and President, Business Growth.
• Appointment Date: September 1, 2023.
• Resignation Date (Executive Role): Effective July 26, 2024.
• Departure Date (Company Employment): Remained with Rivian until February 17, 2025, to assist with the transition.
• Previous High-Profile Role: President and CEO of Porsche Cars North America, Inc. (PCNA).
• Education: Holds a Ph.D. from the University of St. Gallen in Switzerland.
• Subsequent Role: Appointed CEO of Volkswagen Group of America, a move that is highly relevant given the strategic partnership between Rivian and Volkswagen.

Dr. Gruner's hiring in 2023 was a major coup for Rivian, bringing over 25 years of experience in the global automotive industry, particularly from the luxury and performance segments at brands like Porsche. His mandate was clear: to professionalize and scale Rivian’s commercial operations, including sales, marketing, and the direct-to-consumer model. His departure in July 2024, less than a year after his appointment, was a significant event, though his transition period extended into early 2025.

The New Commercial Leadership: Dagan Mishoulam, SVP of Commercial

Following Gruner's resignation, Rivian opted for continuity and deep institutional knowledge, promoting an internal leader, Dagan Mishoulam, to steer the commercial ship. Mishoulam's new title is Senior Vice President of Commercial, absorbing the core responsibilities of the former CCO role.

Dagan Mishoulam: Biography and Internal Expertise

Dagan Mishoulam is not a newcomer; he is a veteran of the company, having been with Rivian for over eight years. His promotion is a clear sign that Rivian’s leadership, including CEO RJ Scaringe, is prioritizing the execution of its existing, complex strategic roadmap over an external, high-profile hire.

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• Current Role: Senior Vice President, Commercial.
• Appointment to SVP: Assumed the role on July 24, 2024.
• Previous Roles at Rivian: Vice President of Strategy & Go to Market, and VP of Strategy & Fleet.
• Key Experience: Mishoulam has been integral in developing Rivian's fleet offering, securing major non-Amazon Commercial Van (EDV) sales, and executing the overall business strategy.
• Education: Holds an MBA from the University of Chicago Booth School of Business and an MS in Mechanical Engineering from Oakland University.

Mishoulam's background in strategy and fleet operations is particularly relevant, as the commercial van business and the upcoming R2/R3 volume strategy are the two primary pillars of Rivian's financial future. His deep understanding of the Normal, Illinois production facility's capabilities and the intricacies of the direct-to-consumer model provides a stable foundation during a period of intense operational focus.

Five Critical Commercial Challenges for Rivian's 2025 Roadmap

The commercial team, now led by Dagan Mishoulam, faces a gauntlet of challenges in 2025 that will determine Rivian’s success in transitioning from an ambitious startup to a profitable, high-volume automaker. These challenges span product launch, market penetration, and strategic partnerships.

1. Executing the R2 and R3 Pre-Order to Delivery Pipeline

The R2 and R3 vehicles, announced in 2024, are the company's make-or-break models, designed to be more affordable and appeal to a broader consumer base than the premium R1T and R1S. The commercial team's biggest task is converting the massive wave of initial pre-orders into actual sales and deliveries, a process that will begin in 2026 but requires intense commercial planning throughout 2025. This involves refining the online configurator, managing the service network expansion, and ensuring the direct-to-consumer sales model can handle significant volume. The success of the R2 launch is paramount to achieving the necessary scale for profitability. The team must maintain customer excitement and manage expectations over the long waiting period.

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2. Maximizing Fleet Sales Beyond the Amazon Partnership

Rivian's Commercial Van (EDV) business, initially dominated by the exclusive contract with Amazon, is a key area for immediate revenue growth and manufacturing scale. Mishoulam, with his background as VP of Strategy & Fleet, is perfectly positioned to drive this growth. The challenge is to rapidly expand sales to other large commercial entities, such as the recent deals with AT&T and MEVCO (for mining fleet vehicles in Australia). Successfully diversifying the fleet customer base is essential for utilizing the full capacity of the Normal factory and providing a consistent revenue stream separate from the volatile consumer market.

3. Leveraging the Volkswagen Group Strategic Partnership

The 2024 announcement of a multi-billion-dollar strategic partnership with the Volkswagen Group, which includes a joint venture for next-generation EV architecture, is a game-changer. The commercial challenge is two-fold: first, to manage the public perception and market integration of this partnership without diluting the Rivian brand's identity; and second, to identify and capitalize on commercial synergies. The fact that former CCO Kjell Gruner transitioned to the CEO role at VW Group of America is a powerful, though coincidental, commercial link that the current team must leverage for seamless cooperation and strategic alignment on technology and future market opportunities.

4. Optimizing the Direct-to-Consumer (DTC) Model and Service Network

Unlike traditional automakers, Rivian sells directly to consumers, bypassing the dealership model. While this offers control over the customer experience, it also places immense pressure on the commercial team to build out the physical infrastructure. In 2025, the focus must be on optimizing the DTC process, expanding the network of Rivian Spaces (retail locations), and, critically, scaling the mobile and fixed service centers. A seamless, high-quality service experience is a non-negotiable requirement for retaining the premium customer base and attracting the mass-market R2 buyer. Topical authority in this area hinges on customer satisfaction metrics and service availability.

5. Achieving and Communicating Cost Reduction in the R1 Platform

Rivian's immediate commercial goal is to achieve gross profitability on the R1T and R1S platform. This requires the commercial team to effectively market the value of the updated R1 models, which feature significant cost-saving changes and new in-house components (like the Enduro drive unit and new battery packs), without sacrificing the perceived premium quality. The messaging must be clear: the cost savings benefit the company's financial health, not the customer's experience. The commercial team must also manage the sales mix between the high-margin R1 models and the upcoming, lower-margin R2 to ensure a steady, financially sound transition to a higher-volume business.

Conclusion: A Veteran Hand on the Commercial Helm

The shift in Rivian's commercial leadership—from the high-profile, external hire of Dr. Kjell Gruner to the experienced, internal promotion of Dagan Mishoulam—reflects a company that is moving past its startup phase and into a critical execution period. With Mishoulam as Senior Vice President of Commercial, Rivian gains a steady hand with deep knowledge of its strategy and fleet business. His success in 2025 will be measured by his ability to navigate the R2 ramp-up, expand non-Amazon fleet sales, and strategically integrate the massive Volkswagen partnership, all while guiding the company toward its long-awaited goal of sustained profitability. The stakes have never been higher for the team responsible for driving revenue and market presence.