Jose Carlos (JC) Pavone has been given the responsibility of leading design for Volkswagen in both North and South America. For the first time, the automaker is allowing the continents to lead their studios, something its bosses say is necessary for success in the U.S.
“Design will play an even bigger role in tailoring our vehicles to market-specific needs,” said Pablo Di Si, the president and CEO of the Volkswagen Group of America. “JC brings a wealth of experience from his time in Germany, the United States, and Brazil, and has a great track record of designing products that resonate with our consumers.”
Di Si was even more sanguine in an interview with Autonews, saying that with this appointment, he won’t “need to fight anybody in Germany” to make decisions for the American markets.
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The new president took the Volkswagen Group over from Scott Keogh last summer, and inherited the goal of taking 10 percent of North America’s market share by 2030 with its many brands. This will be a crucial step in ensuring that the VW brand can pull its weight.
Pavone has been with VW for 21 years, VW said, and has worked at the company’s Brazilian, German, and U.S. design studios in that time. Between 2013 and 2016, he was the head of exterior design for the U.S., and was behind the sixth-generation Jetta and the American-market Passat sedan.
Meanwhile, in South America, he spearheaded the design of the VW Nivus/Taigo. That was the first-ever Volkswagen vehicle designed in South America and produced in Europe. He was also behind the Virtus.
“My experience – being born in Sao Paulo, working at HQ in Wolfsburg for seven years, five years at the Design Center California and seven years as Design Director at VW South America – gives me the right understanding about the trends and requirements from each region,” said Pavone. “Communication with the Design Headquarters in Wolfsburg is key to the perfect balance between regional preferences and Volkswagen DNA.”
