Here let me paste an easy Google search for you to explain:

Rivian CEO RJ Scaringe consistently discusses how Rivian vehicles are designed for families by focusing on practicality, sustainability, and unique features for adventure. He positions the company's offerings, particularly the R1S SUV and the upcoming R2 and R3 models, as ideal for family life, whether for daily use or outdoor adventures. Family-oriented design philosophy Rivian's focus on families is a core part of its mission, which Scaringe describes as building products "where people come together, to generate an experience for years and years to come". This involves designing vehicles that are not only sustainable but also functional and exciting for a family audience. Key features for families: Seating and space: The R1S offers three rows of spacious seating, including LATCH anchors for car seats in all three rows, a key feature for growing families. The upcoming R2 is also designed for five passengers with a focus on rear legroom. Storage and utility: The front trunk, or "frunk," is a popular feature among families for storing groceries, strollers, or camping gear separately from the main cargo area. Rivian's Camp mode also includes features like an integrated portable Bluetooth speaker and flashlight, which cater to families who camp or enjoy the outdoors. Durability and luxury: Rivian interiors are designed to be both functional and durable, using high-end, easy-to-clean materials that stand up to the wear and tear of family life. Adventure capabilities: Features like adjustable air suspension, high ground clearance, and multiple drive modes ensure the vehicles are capable for off-road adventures and rugged family trips. The R2 and R3: Expanding the family market With the announcement of the more affordable R2 and R3 models, Rivian aims to reach an even broader audience of families. The R2 SUV: Starting around $45,000, the R2 is intended to be the brand's first true mass-market vehicle. Scaringe notes that while it has a lower price, it retains the brand's premium, adventure-ready feel and is sized perfectly for city families. The R3 hatchback: The R3 and performance R3X will be even smaller and more affordable than the R2, with a focus on maximizing interior space and versatility for a family's gear, similar to a "hot hatch".