With the goal of expanding its design capability in the Americas, Volkswagen recently announced that José Carlos (JC) Pavone, who currently serves as head of Design for the South American region, will also assume the role for the North America.

Pablo Di Si, the Argentine president and CEO of Volkswagen Group of America, said in a press release:

We have an ambitious growth agenda in North America with a group target of 10 percent market share by 2030. To achieve these goals, we are building more knowledge in the region while developing and strengthening our talent.

Pavone’s Career 

Pavone, who will oversee Volkswagen's vehicle lineup in the North American and South American regions, brings strong experience integrating innovative approaches to the vehicle design process, such as the use of virtual and augmented reality, which is faster and more efficient for prototyping.

“I am very excited to accept this new challenge to lead VW design in the North American and South American regions,” said Pavone in a statement.

The Hispanic executive leader has worked with Volkswagen for 21 years in the German, U.S. and Brazilian markets, where he most recently served as head of Design for Volkswagen of Brazil for the South American market.

From 2011 to 2016, he worked at the Volkswagen Group of America Design Studio in California, becoming head of Exterior Design in 2013.

“In that studio I had a chance to oversee multiple projects for our VW Group top brands like Audi, Bentley, Porsche and Lamborghini showcasing the North American perspectives on those segments,” highlights Pavone through his LinkedIn profile.

He is credited for designing the sixth generation Jetta and U.S. market Passat Sedan that was assembled in Chattanooga, TN, from 2011 to 2022.

In addition, Pavone spearheaded the design process for the Volkswagen Nivus/Taigo, which was the first South American-designed vehicle produced in Europe. He was also responsible for the Virtus, which was also developed in the region.

Split Time

“Design will play an even bigger role in tailoring our vehicles to the specific needs of the market. 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,” added Di Si.

Initially, Pavone will split his time between the Volkswagen Design Centers in the United States and Brazil.

“My experience, being born in Sao Paulo, having worked at the Wolfsburg headquarters for seven years, five years at the Design Center California, and seven years as Director of Design at VW South America, allows me to correctly understand the trends and requirements from each region. Communication with the design headquarters in Wolfsburg is key to the perfect balance between regional preferences and Volkswagen DNA,” stressed Pavone.