Rivian is the much needed kick in the nuts. When it turn out to be a viable truck and not just vaporware with lofty promises, people took note. I am by no means a truck or suv type guy but the idea of full electric one is very intriguing, if only I had the space. I can imagine the allure of great low end torque, improved storage capacity and the fuel savings for the more leisurely drivers, who don't need to tow 10 tons or haul 1-2 tons which is frankly not the case for the vast majority of the people in my experience.
People keep saying lithium batteries loose capacity and stuff but less energy dense chemistries than the one in your mobile phone fare better in an automotive setting.
Big automotive companies had all the time in the world to come up with the tech of the future but they squandered the opportunity. Upstarts seem to be poised to eat their cake.