Head of Design, Volkswagen Group

Walter de Silva began his career as an automotive designer at the Fiat Design Center in 1972. In 1999, he was appointed Head of Design at SEAT within the Volkswagen Group. Subsequently,Audihe became Head of Design for the brand group, and in 2007, was appointed Head of Design for the Volkswagen Group.



"With the recent acquisition of Giorgetto Giugiaro's Italdesign, the Volkswagen Group now has approximately 2,000 designers," says de Silva. "The Group currently has 12 brands, overseen by four headquarters. We also have studios in China and Brazil to cater to local needs. Recently, Ducati joined the Group, and I now also oversee their motorcycle design center. The large number of staff and the broad scope of my responsibilities are characteristic of my role."



What is the daily life like for de Silva, who stands at the pinnacle of 2,000 designers?



"I still sketch every day. Sketching is my language, my words. My design team consists of staff from 20 different countries, speaking 20 different languages. Our common language is sketching. Through drawing, we communicate and I fulfill my role as a manager. This is my daily routine. I remain a design professional through sketching. And if I maintain my own ability to create good designs, I can reduce the probability of making mistakes when evaluating and selecting the designs of others."

The Concept of the up!

Next, de Silva spoke about the design concept of the up!.



"The up! is, of course, a car, and as you can see, a small car. On the other hand, it is a contemporary car that truly exists today, and it is one of the industrial products we interact with in our daily lives, like this iPhone in my hand. Beyond products incorporating cutting-edge technology like mobile phones, I believe that today's younger generation seeks very simple and functional designs, including furniture and lighting. Volkswagen aims to appeal to this generation, and this philosophy isThe upcoming "Golf"also reflected in the "Golf".

Simplicity and Volkswagen's DNA

Indeed, both the up! and the Golf feature extremely simple designs, devoid of ornamentation for ornamentation's sake. Does this stem from de Silva's inner self? Or is it a Volkswagen tradition? Or is it a pursuit of current trends?





"I believe all three are correct. Firstly, simple design is de Silva himself; it is my philosophy. You can see this by looking at my previous works before I joined Volkswagen. I have always emphasized good proportions and preferred using uncomplicated lines. This same thinking is evident in my products from my time at Alfa and SEAT."





"This kind of simple philosophy is inherently built into Volkswagen's DNA. Volkswagen has long been adept at translating the functionality and practicality of its products into design. This aligns with my concept of simplicity."

Design at Zero Degrees

What exactly is the "simplicity of design" represented by the iPhone?



"I view simplicity as a philosophy that prioritizes substance over appearance. However, the current trend seems to emphasize appearance over substance. I design with the message that I want people to focus on substance rather than appearance. This is also my philosophy."



"Universal design is characterized by the fact that anyone can immediately recognize it as a product from a particular company. This is a common trait between myself and Apple designer Jony Ive. Some automotive designers release completely different styles every year, which only confuses customers. My approach is the opposite; I always strive to design in accordance with my own philosophy. I believe this ultimately leads to broad acceptance by customers."