Juliana Cho, a Korean designer at Rivian, is gaining attention for leading the exterior design of the company’s upcoming electric vehicle, the 2027 R3.
Rivian Taps Korean Designer Juliana Cho to Lead 2027 R3 Styling
According to a MotorTrend report published on May 19, Cho directed the design of the R3, Rivian’s next flagship model. The compact EV blends retro aesthetics with a futuristic silhouette, earning praise for its distinctive look that sits between an SUV and a hatchback.
“The silhouette and major graphics of the R3 originated from my initial sketches,” said Juliana Cho. “I oversaw the exterior design and worked with the team to complete details like the wheels, rear graphics, and spoiler.”
Cho joined Rivian in 2021. She credits the company’s collaborative structure—where design departments share a single space—with enabling agile, team-driven decision-making.
Raised in Oregon before moving to South Korea, Cho studied industrial design at Hongik University and earned a master’s degree in automotive design from the Royal College of Art (RCA) in the UK. Influenced by a mathematician father and artist mother, she developed an early passion for both engineering and the arts.
Cho began her career with an internship at Porsche, later joining BMW and Mercedes-Benz to work on electric vehicle design. She went on to serve as studio manager at Kia’s advanced design studio, where she led projects like the Futuron concept car and other future mobility initiatives.
“I believe design is about removing the unnecessary and leaving only what’s essential,” Cho said. “I enjoy combining natural form with refined technical details.”
Cho describes her multicultural background as her greatest strength.
“Living across different cultures helped me approach design with an open perspective rather than a fixed one,” she said. “Car design is where art, technology, and culture converge. Designers with their own philosophy and style truly stand out.”
Though currently revealed as a concept, the R3 is expected to launch as a production model with few changes.
BY HANKIL KANG [kang.hankil@koreadaily.com]
