Electric vehicle manufacturer Rivian is set to open a new East Coast headquarters in Atlanta, Georgia, as part of its broader investment in the state, where it is also building its second manufacturing plant.
Rivian’s new East Coast headquarters in Atlanta and its $5 billion investment in a Georgia manufacturing plant align with positive trends for electric vehicles as more people opt to leave gas-engines behind.
Where Will Rivian’s East Coast Headquarters Be Located?
The new office, set to open in late 2025 and expand in 2026 alongside the construction of Rivian’s factory in Social Circle, east of Atlanta, will be located at Portman Holdings’ Junction Krog District building at 667 Auburn Avenue NE, near the Atlanta Beltline’s Eastside Trail.
The plant in Social Circle, expected to employ 7,500 workers, supports the trend of localized EV manufacturing to leverage incentives like the U.S. Inflation Reduction Act.
Rivian expects to employ about 100 people at the site by the end of next year and up to 500 when the headquarters is fully operational.
The California-based company has committed to a $5 billion investment in Georgia, including a 7,500-worker plant at Stanton Springs North.
Rivian: An EV History
Rivian Automotive, Inc., is an American electric vehicle (EV) manufacturer founded in 2009 by Robert “RJ” Scaringe in Rockledge, Florida, initially under the name Mainstream Motors.
Scaringe, an MIT graduate with a Ph.D. in mechanical engineering, aimed to create sustainable transportation solutions inspired by his love for the outdoors and concerns about the automotive industry’s environmental impact. The company rebranded to Avera Automotive before settling on Rivian Automotive in 2011, named after the Indian River near Scaringe’s hometown of Melbourne, Florida.
Early Years and Pivot (2009–2015)
Rivian’s initial focus was on developing a mid-engine hybrid sports car, prototyped as the R1, designed by Peter Stevens. Financial challenges and shifting market demands led to the project’s cancellation in 2011.
Recognizing growing consumer preference for trucks and SUVs, Rivian pivoted to focus on electric adventure-oriented vehicles, aiming to combine off-road capability with sustainability.
By 2015, significant investments enabled Rivian to establish research facilities in Plymouth, Michigan, and the San Francisco Bay Area, with its headquarters later moving to Irvine, California.Manufacturing and Growth (2016–2018)In 2016, Rivian began negotiations to acquire a former Mitsubishi Motors plant in Normal, Illinois, purchasing it in January 2017 for $16 million.
This facility became Rivian’s primary North American manufacturing hub, a strategic move likened to Tesla’s acquisition of the NUMMI plant.
By late 2017, Rivian unveiled its first two products: the R1T electric pickup truck and the R1S electric SUV, initially named A1T and A1C, respectively. These vehicles, built on a flexible “skateboard” platform housing batteries and electric motors, were revealed at the 2018 LA Auto Show, showcasing off-road capabilities and semi-autonomous features.
Other Automakers Doing Business in Metro Atlanta
Several car companies have significant ties to metro Atlanta, Georgia, beyond Rivian’s new East Coast headquarters. Below is a list of notable automotive companies with operations, headquarters, or significant facilities in the region, based on available information:
- Mercedes-Benz USA: Headquartered in Sandy Springs, GA, since 2018, Mercedes-Benz USA manages distribution and marketing for Mercedes-Benz and smart products in the U.S. The company announced in 2025 plans to establish its North American headquarters in metro Atlanta, adding approximately 500 jobs and a new multimillion-dollar R&D center nearby.
- Porsche Cars North America, Inc.: Based in Atlanta since 2015, Porsche’s North American headquarters includes the Porsche Experience Center, featuring a 1.6-mile test track, a classic car restoration shop, and a business center. This $100 million facility enhances Porsche’s logistics and distribution capabilities in the region.
- Hyundai Motor Group Metaplant America: Located in Ellabell, GA (near Savannah but within the broader metro Atlanta economic sphere), this facility began producing the Hyundai IONIQ 5 in October 2024, ahead of schedule. The plant is expected to employ 8,100 workers and represents a significant investment in Georgia’s automotive sector.
- Kia Georgia, Inc.: Operates a major manufacturing plant in West Point, GA, approximately 80 miles southwest of Atlanta, employing around 3,000 workers. The facility, with a $1 billion expansion, produces vehicles like the Kia Telluride and Sorento, contributing to Georgia’s automotive manufacturing hub.
Final Word
So, Rivian is coming to Auburn Avenue as it tries to compete with competition from Tesla, Ford, and others. Rivian remains a key player in the EV market, valued at nearly $28 billion, which is good news for Atlanta’s business sector.
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