Market Intelligence & Research
Market research | Benchmark and competitor analysis | User Clinic and Focus Groups | Value proposition
About me
Over 15 years of creating meaningful mobility solutions — combining user-centered design with engineering innovation to solve real-world challenges and customer needs.
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Years of Experience
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Vehicle Development Projects
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Pre-development projects
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Work with world-leading companies
A passionate Developer of Mobility Products turning Ideas and concepts into scalable, feasible and meaningful products
I’m Pedro and I started my career at the machining shops in Mexico for chassis and suspension components. Short after, I realized my true passion was product development and started working on fine-tuning the electric-electronic Park Assist and Airbag systems for the North America products at VW.
In 2017, I moved to California to start working on User Interface for Infotainment systems under the HALO process -HMI Adaptation and Localization-. This process expanded into concept ideas beyond UI and included User Experience using available enablers in the roadmap such as interior radars and cameras, in-vehicle and 3rd party data and connectivity. With all the experience collected and with the amazing network of talented people, I took the next step to start a product development company focused on the North America region.
Experience
Blending technical knowledge and market insight from collaborating with cross-functional teams across the automotive industry - including design, engineering, product development, marketing, quality, finance and production. Collaboration with world-leading automotive suppliers such as Bosch, Continental, and Valeo to create scalable systems.
2023 – PRESENT
Founder and CEO
THE-X
Automotive and mobility engineering services relying on user-centric design with emphasis on holistic User Experience. This considers E2E concept definition starting with a real customer need, UX value propositions and feasible technologies such as sensing, processing (ML and AI) and countermeasures. Some meaningful projects are
⋅ Android Automotive App for Health & Wellbeing
⋅ Driver Monitoring enhancements for higher safety and comfort through AI
⋅ Advanced eCall in case of crash (NENA standard for crash severity determination)
2021 – 2023
Smart Interior and Exterior Program Manager
VW Group of America
Program dedicated to make the interior and surroundings of the vehicle a place where customers feel comfortable and safe. This was possible by using existing enables as radars and cameras, connectivity infrastructure and UX to make the cabin of the car one of the safest places for customers. Some relevant projects for the North America region include
⋅ Security interior and exterior monitoring
⋅ Child-presence detection and system escalation
⋅ On-line remote start and pre-set of vehicle configuration
2019 – 2021
Early Phase Program Manager
Innovation & Engineering Center California
Support the transformation of the automotive industry with the creation and consolidation of innovative and user centered systems to enhance competitiveness and positioning of VW Group brands i.e. VW, AUDI and Porsche in the North American market. Synergies with existing technologies for global markets was required. Some relevant project for the Market strong focus on
⋅ New Skinning for special models such as Atlas Peak Edition and GTI
⋅ New safety features relying on Connected Services e.g. Valet Mode
⋅ Enhancement of ADAS and Infotainment
2017 – 2019
HMI Project Leader
Electronics Research Lab
Customize and tailor the HMI and UI conceptualized in Germany for the North America Market. Creation of specific market requirements and innovative HMI and UI concepts for VW Group vehicles such as VW, AUDI and Porsche, focused on Infotainment and ADAS. Consideration of specific market requirements such as NHTSA driving distraction guidelines and Satellite Radio. Main fields of action for the North America UI are
⋅ Drive Assist controls
⋅ Climate and voice controls
⋅ Navigation and Media interaction
2015 – 2017
Technical Assistant Head R&D
VW Mexico
Project tracking of new VW launches focused on R&D KPIs for projects like Jetta A7, Tiguan LWB and Golf Cross. Control and reporting of R&D technical Infrastructure such as virtual reality room, sled crash test, Electric HIL & GIT benches, dynamometers, etc. Long term resources planning for the R&D collaboration and and budget control for the different development areas i.e.
⋅ Design (ED)
⋅ Engine and Drive Train (EA)
⋅ Electric and Electronics (EE)
⋅ Body and Interior (EK)
⋅ Chassis (EF)
⋅ Complete Vehicle (EG)
2013 – 2015
Electric-Electronics Vehicular Project Lead
VW Mexico
Electric vehicle coordination between design, engineering, quality, logistics and manufacturing. Technical documentation collection, budget control, overseeing of prototypes, pre-series and launch until 3 months after SOP. Vehicle projects under this electric coordination
⋅ The all-new Passat produced in Chattanooga, TN
⋅ Action Models of the New Beetle and its special editions i.e. DUNE, All-star, Denim, Fender
⋅ Interior and exterior Lighting components –Front and rear lighting
2011 – 2013
Electric-Electronics Cross-functional Project Lead
VW Mexico
Simultaneous Engineering team Leader for the Jetta including Hybrid drivetrain for all E2/E3 groups of construction (Infotainment and Comfort). Coordination and follow-up between technical issues in the production line e.g. fit into the car, build of materials, end of line processes and the development such as, development plan schedule including prototyping and technical drawings
⋅ Haptic switches and controls and Infotainment
⋅ CP4 electric Parts –Engine pre-cabling, holders and retainers
⋅ Infotainment and Comfort features
2008 – 2011
Electric-Electronics Developer Specialist
VW Mexico
Development, Implementation, parametrization and testing of passive safety and drive assist systems for the PQ35 vehicle platform for vehicles targeting the North America market such as Jetta MK6, Golf Variant. Process included creation of technical documentation, follow up with local suppliers and in-vehicle and HIL & GIT testing
⋅ Keyless access and engine start system
⋅ Airbag 10.Generation and BoSe compliant with FMVSS
⋅ Rear View Camera, Park Distance Controls, and Park Assist
Services
Concept & Product Definition
Innovation and requirements management | E2E product definition | Prototyping | UI wireframes
Product Development
North America regulations and self-certification | Systems integration | Technical project management | HMI
Product Validation & Testing
Test cases definition and execution | Quality and performance monitoring | Testing and debug management
North America Product Localization
Planning and Capacity analysis | Logistics | Process automation | IT support | Regional supplier scouting
Product Launch & Maintenance
Series maintenance | Systematic field problem analysis | Change management | Product recovery
Great products are the result of the work and dedication of amazing teams with a common goal
Reach out and let's align your vision with the experience from our North American engineering and development team.