Rivian is reportedly pitching its R1T to buyers who were interested in the Ford F-150 Lightning, which has been canceled. The F-150 Lightning had been performing well in the market, with some outlets suggesting it was a top seller and a winner in the electric truck segment. However, the situation with the F-150 Lightning's availability and Rivian's targeting of its buyers is unfolding amidst a broader context of the electric vehicle market, where prices are rising due to increasing materials costs.