Yeah, It's on management. From the linked article:
Under acute pressure to correct course, Amazon-backed EV startup Rivian conceded it made its “most painful” mistake yet and said it will roll back upcoming price hikes for most of its customers.
After sparking a storm of online outrage culminating in a
double-digit decline in its shares on Wednesday, founder R.J. Scaringe admitted he shattered fans’ trust when he jacked up the prices of his two models without warning.
“I have made a lot of mistakes since starting Rivian more than 12 years ago, but this one has been the most painful. I am truly sorry and committed to rebuilding your trust,” he wrote
in an open letter on Thursday, passing off the blunder as a learning mistake.
That's just one example of several. Thay could do a much better job.
The Amazon-backed EV startup is hoping to repair badly damaged trust after it unceremoniously hiked prices on Tuesday by up to 20% as many customers still awaited delivery.
fortune.com