This move signals VW's interest in regional product autonomy and its ambition to achieve 10% market share in North America by 2030.
“We have an ambitious growth agenda in North America with a Group goal of 10% market share by 2030. To realize these goals, we are building more knowledge in the region while developing and strengthening our talent,” said Pablo Di Si, President and CEO, Volkswagen Group of America, in a statement.
“Design will play an even bigger role in tailoring our vehicles to market-specific needs. 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.”
Pavone has a wealth of experience, having worked for VW for 21 years in Brazil, Germany, and the United States. Among his notable accomplishments are the creation of the Passat sedan and the sixth-generation Jetta. Pavone's appointment highlights VW's intent on gaining share in the U.S. market, where it once accounted for the lion’s share of imported U.S. cars, reaching a high of 5.6% in the early 1970s.
“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,” Pavone said. “Communication with the Design Headquarters in Wolfsburg is key to the perfect balance between regional preferences and Volkswagen DNA.”
VW's market share in the U.S. increased from 1.8% in 2016 to 2.6% in 2022, mainly attributed to its line-up of SUVs. However, the company sold 301,069 cars and SUVs last year, down nearly 20% from 2021, when it sold 375,031 units, due to supply and production issues. As VW plans to build and sell an all-electric pickup and R-SUV in the U.S. for 2026, its appointment of a first-ever North American design chief comes as no surprise.
Source: Volkswagen
