2013 Frankfurt: Volkswagen Group’s Head of Design, Walter da Silva is a busy guy

Interview by John LeBlanc FRANKFURT, GERMANY – You only have to take the long walk from one end of the Frankfurt Motor Show grounds to the other to understand the massive responsibility resting on Volkswagen Group’s Head of Design, Walter da Silva. In Halle 5, showgoers can find stands for VW Group’s Skoda, Seat, Volkswagen, Bentley, Lamborghini and Bugatti. Outside, Audi — along with its recently acquired Ducati motorbike brand — has its own building. After starting at Fiat in 1972, followed by success at Alfa Romeo, then Audi, da Silva was appointed Head of Volkswagen Group Design in 2007. As the VW Group is the only automaker in the world with design studios for each of its brands, da Silva is not only responsible for the overall strategic design direction of all VW Group passenger car brands, but also managing 18 styling centres around the world. Needless to say, da Silva’s days are busy. And I started my interview with him at this year’s Frankfurt show asking that very question: John LeBlanc: Being responsible for so many brands and so many vehicles, like having lots of children, is it hard not to play favourites? Walter da Silva: I see it as different brands present different challenges. And these challenges have to do with the brand’s identity and architecture. So my role is supporting all the brands in the same way. JL: Is there currently a brand that is challenging you? WD: Let me give you two examples. The first is Porsche. Everybody knows that is a super famous brand. But Porsche is moving its ideas in concrete. In a few weeks, we will see the new Macan [compact crossover]. And from a Group point of view, we are happy to help Porsche grow. Another example is an Italian brand that I love very much: Lamborghini. Lamborghini, as you know, has two products, the Gallardo and the Aventador. So on the design and proposal point of view, I am fighting a lot to have the possibility to give Lamborghini a chance to improve and grow. And that does not mean just selling more cars, but also to improve the satisfaction of the customers. JL: What are the challenges of designing a "world" car that needs to be sold around the world in various markets, like the new, seventh-generation Volkswagen Golf? WD: This idea of a "world" car is a long-standing ideological concept. A misunderstanding. If we look ahead to the next ninth-generation or tenth-generation Golf, I think conceiving this car as a "world" car is a problem. Because the car’s heritage and history are important, the Golf is conceived as a "Golf", then it becomes as a "world" car. JL: How do the VW Group’s new flexible platforms affect the design process? WD: Absolutely, we have more flexibility. They enable us to use the models in a very creative way. For example, look at the Audi A3. We have the three- and four-five-doors, sedan, cabriolet and Q3 crossover. You know, 15 years ago, we only had the three-door. Of course, there are limits. We have limits with the construction of the car, factories, tooling, regions, and developing a synergy to create a car that will meet the customer’s needs. But for me, these “limits” mean creativity, solving the problem. JL: What is your relationship with ItalDesign-Guigiaro? WD: I want to keep ItalDesign [the Italian design house Audi owns a majority share of that designed the Audi Nanuk Quattro Concept] independent. They know how to create the soul of a car, the story of the car. The other part is the integration between Audi and ItalDesign that started two years ago. It’s still a problem — which is normal — because ItalDesign was managed for 50 years by one guru, Giorgetto Guigiaro, where you can make decisions in one day. But the feeling that I have is that both design groups want this integration to work. I have a very good relationship with Giorgetto because we both like the same proportions, the same elegance. For my chief designer at Audi (Wolfgang Egger, who succeeded de Silva in 2007), it’s a little more difficult, because he is also the brand’s ambassador. But in the end, I believe a good commitment means good work from both sides. JL: How much personal influence do you have on the actual design of vehicles these days? WD: Very high. Fortunately Martin Winterkorn [CEO of Volkswagen AG, the parent company of the Volkswagen Group] gave me the opportunity to meet with him and the designers to talk only about design on a regular basis. For me, it is very important to show him that the brand designer and myself share the same philosophy and view when we present to him. JL: Is there a recent VW Group car that you had a lot of influence on? WD: I am very proud of the Audi A3 sedan, the Golf 7, and although it is not that new, the [VW] Polo. I am also very proud of the Porsche Macan and the next Lamborghini. JL: The "next" Lamborghini? WD: Ha! I better to stop here, before I give you too many secrets! This article was originally published by National Post Driving.

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