Precipitated by recent events, legendary designer, Walter Maria de Silva, resigned from his role as Head of Group Design at Volkswagen a couple of months after the emissions scandal rocked Wolfsburg. We talk to him about his decision, his career, and his future plans.
De Silva began his design career at Fiat in 1972. He led styling at Alfa Romeo from 1986 to 1998. He joined the VW Group with SEAT, before making a huge impact at Audi in 2002. He went on to leave his mark on Audi’s A6, A5, the R8, and eventually at Lamborghini with the Egoista.
In this interview, de Silva insists he had planned his retirement. But Volkswagen’s diesel emissions scandal did accelerate the timing of his exit. A cycle has been completed, he says. And a new one is about to start…
What made you decide to retire?
Within a few months, I’ll turn 65. I started my career on 2nd April 1972, at the Fiat Design Centre. That’s almost 44 years of uninterrupted work, and I started feeling tired – both physically and mentally. This is a very stressful job, where you are under constant pressure to perform. Managing so many brands in such an international company requires a huge effort. From 2007 till today, I have been taking so many flights, and I have been analysing so many models and plans. I became Design Director, but I remain a designer attached to a project – as well as the management of all aspects that give shape to a design. All this makes one tired. I’ve been telling to my wife for a long time that I would change life at 65, but it happened four months before that.
How have the recent developments at the Group affected you?
I don’t want to hide it – I was influenced by Martin Winterkorn going out of the picture. Since 2002, I had been working by his side. We always had a perfect understanding. He is very competent in terms of design. Volkswagen may criticize him for other reasons, but definitely not when it comes to his knowledge of product and design. After so many years of collaboration, we could almost read each other’s mind. There was a common way of looking at surfaces, shapes, lines, and an agreement over embodying the idea of simplicity. We were a very good pair – perfectly matching! History has got plenty of these kinds of business partnerships. There are people who meet each other and start doing great things together. I’m a creative soul but, without the guide of a patron, creativity doesn’t evolve and materialize. I’ve been lucky to meet Winkerkorn. At the same time, I don’t forget Ferdinand Piëch. Beyond the troubles that happened recently, I’m grateful to him too – since he believed in me. He gave me the opportunity to work freely, supporting me at the time of strategic choices.
Do you not have a similar level of understanding with the current management?
It was not like that. In fact, I know all my colleagues very well. I just realized that a cycle had been completed. I also think that taking a step back would make things easier for the management in such a difficult situation. I have been very clear with new CEO Matthias Müller. I told him, “I want you to feel free to set up the structure in your own way.” Design is the key that brings success, and even a way to strategically overcome a crisis. But I’m quite an awkward character – I always say what I think. Consequently, I thought it would be better to bring this collaboration to an end.
Is there any project that you’re leaving unfinished?
Yes, there is one – and I hope that, once this critical period gets over, it’ll help the Group to move on. We need ideas to overcome the crisis, and design is their incubator. It’s a cultural model, which has to generate a political model first and then a financial one – it’s the only way to grow. For this reason, I launched an academy within Italdesign (the structure will be built in the Turin area, and become operational by 2018). It’ll attract the best students from all over the world, and value our cultural assets. I hope my successors will keep working on this project.
What’s your plan for the immediate future?
As far as automobiles are concerned, I’m going to keep my bond with the Volkswagen Group. If they require any kind of consultation, I’ll be there. I have several ideas in terms of design. I have been dreaming of designing women’s shoes for a very long time, and I’m pretty sure I’m going to do it. Every morning I wake up with something in mind to sketch. It’s my nature and I still have a lot of enthusiasm. Then, there’s the question of universities – one in Bologna, and also the Milan polytechnic. I would like to share my experience with youngsters. The academic world allows you to plunge yourself in a bubbly, active atmosphere. And there are still many things to do in terms of design. It’s a lively sector – important for our country, and we need to make it more visible. I would like to create a museum for design. There are plenty of things to realize even on our territory. If Italy wants to do something, it has to re-start from design. This statement is not mine, but Giò Ponti made it in 1958 – and it still remains valid.
Would you like to return to Alfa Romeo?
It’s been my first love – the one you never forget. I fell in love with Alfa Romeo, then I got married to Volkswagen. However, I don’t want to start any speculation. It’s a closed chapter.
What do you think about the new Giulia?
I saw it at Frankfurt. Before judging any car, I want to first see it on the road. So, for now, my verdict is on hold. It’s very far from my design criteria and the way I look at things. But I hope it brings luck to Alfa Romeo to be successful and re-launch a brand that made Italians famous all over the world.
Is there any car you would still like to design?
In future, vehicles will be defined more on the basis of their function. The car of today, which is versatile, and with which you can do anything you wish, is facing a decline. There will be cars for the city centre, cars to use in the outskirts, cars to commute intercity, and those to use for fun. Within the city, they will be electric or hybrid – with more or less automated systems. There’s still a lot to do in terms of urban mobility – there are so many vehicles to design and develop.
Will autonomous cars not lead to the end of design, or at least of a certain design?
On the contrary, the design will be even more important for the ergonomics, proportions, and accessibility of autonomous cars. The role of the designer is going to be central – as in the appliances and furniture industry. In addition, there’s the aesthetic part – you can’t travel around inside a washing machine. Cars have their own iconography – their own emotional side. The challenge will be to unite these two souls.
MILESTONES
Five of his creations have been awarded the title of ‘Car of the Year.’ Walter de Silva was awarded an honorary degree in Design from the University of Bologna and the Compassod’Oro award from ADI – the Association for Industrial Design. His success story began at the Fiat Design Centre in 1972. In 1979, he became Manager of the car section at the Idea Institute of Turin. In 1986, he was appointed Design Manager at Alfa Romeo. And soon thereafter, his career began to skyrocket.
1997
Among the vehicles manufactured by Alfa Romeo, the 156 is definitely a masterpiece – the model that spearheaded the rebirth of the brand.
1999
The last model he designed for Alfa was the 147, which combines a sporty DNA with a compact body. The shield on the radiator grille harks back to the past.
2000
As soon as he joined Seat, he started to dictate the rules of his aesthetic philosophy – starting with the Salsa concept, which was presented at Geneva.
2005
The features of the Salsa are brought to use in the Leon – a 5-seater sporty car, with a slender profile and an aggressive front.
2003
With the Nuvolari concept, he inaugurates the single frame motif taken from Auto Union – which would go on to become his artistic signature.
2007
He designs the A5, which – according to him – is the most beautiful car, in terms of proportion and elegance, that he’s ever designed.
2011
Agile and compact – that’s the city car Up!, which shares the platform with its sisters the Seat Mii and Skoda Citigo.
2012
Revisiting a classic model in order to make it look contemporary – from the Golf VI, de Silva re-designs the new Golf VII from scratch.
2014
The eighth-generation Passat made its debut in July – clean lines and elegant shapes best describe de Silva’s philosophy.
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