Uber's former CEO, Travis Kalanick, has made an announcement that he is building a robotics company called Atoms and is on the verge of acquiring autonomous vehicle startup Pronto, created by his former Uber colleague, Anthony Levandowski, which he is already the "largest investor" in. This announcement brings back the feel of 2016, following a period of high-profile developments in the field of technology including the acquisition of Levandowski's startup Otto. Meanwhile, Rivian, the headline sponsor of SXSW, shared pricing and specs of its upcoming R2 SUV, which will start at $57,990 and is expected to be launched in late 2027. The R2 also has a new operating system, more powerful and capable than its pricey peers, which is a standout improvement from the R1 in terms of computing and user interface. The company is leaning heavily into experiential marketing targeted at its core market.