From the Beltline to the Assembly Line, metro Atlanta Powers Rivian’s Growth
Electric vehicle (EV) maker Rivian is ramping up its East Coast presence, and metro Atlanta is at the center of its growth strategy. Known for its adventure-ready R1 series and the upcoming R2 and R3 models, the company is steadily expanding its footprint in the region as it positions itself for long-term leadership in the EV market.
This summer, Rivian opened its East Coast Headquarters in Atlanta’s Junction Krog District along the Beltline’s Eastside Trail. The location puts the company in the middle of a walkable, tech-savvy community and connects it directly to Atlanta’s broader innovative economy. Further down the trail, Rivian’s retail storefront at Ponce City Market extends its presence to one of the city’s busiest consumer hubs.
The backbone of production is happening east of Atlanta. Earlier this month, Rivian officially broke ground on a $5 billion manufacturing facility spanning 2,000 acres in Morgan and Walton counties, part of the eastern edge of metro Atlanta. Once operational, the plant is expected to produce up to 400,000 electric R2 and R3 SUVs annually, creating 7,500 full-time jobs by 2030. An additional 2,000 construction jobs are set to come in the near term.
The timing comes amid a complex moment for the EV sector, with the phaseout of a $7,500 federal tax credit, ongoing supply chain challenges, and evolving federal policy. Still, Rivian is moving forward with steady confidence in the strength of its product and long-term market demand. CEO RJ Scaringe calls the R2 “an incredible vehicle,” regardless of available incentives. The company also retains up to $6.6 billion in loan backing from the U.S. Department of Energy, reinforcing its financial foundation.
Rivian’s East Coast Headquarters and manufacturing facility mark one of Georgia’s most significant economic development wins in recent memory. The company’s long-term commitment represents more than job creation; it signals Georgia’s emergence as a national leader in clean energy, innovation, and next-generation manufacturing.
