Engineering Culture, Failure, and the “Right Side of the V” with Guy Zur

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Engineering Culture, Failure, and the “Right Side of the V” with Guy Zur

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In this episode, Chad sits down with Guy Zur, Director of Test Systems and Automation at CARIAD (Volkswagen Group). A self-proclaimed “change agent” born with a soldering iron in his hand, Guy shares his fascinating journey from designing thermal imaging for defense to developing AR glasses for pilots and now revolutionizing automotive testing. We dive deep into the philosophy of the “Change Agent”—why leadership requires proactively steering organizations through resistance—and explore the critical role of the “Right Side of the V” in systems engineering. Guy opens up about the valuable lessons learned from startup failure, why he champions transparency in engineering culture, and his “Design to Test” approach that ensures quality from day one. Whether you are an engineer, a leader, or interested in the complex systems behind autonomous vehicles and aviation, this conversation offers actionable insights on building resilient teams and robust products. Key Topics Discussed

Defining the Change Agent: What it takes to be a revolutionary leader in engineering organizations.
The Origin Story: Guy’s path from FPGA design in Israel to aviation and autonomous vehicles in North America.
Embracing Failure: Why hiding mistakes kills innovation and how transparency builds safer, smarter teams.
Systems Engineering Strategy: A look at Document-Based approaches vs. Model-Based Systems Engineering (MBSE).
Design to Test: How defining test procedures before development begins saves time and money.
The V-Model: Mastering the integration and verification phases (the “Right Side of the V”).

Guest Bio Guy Zur is the Director of Test Systems and Automation at CARIAD US. With a diverse background spanning the defense, aviation, and automotive industries, Guy specializes in hardware-software integration and testing for complex systems. He has previously held roles at Elbit Systems, Honeywell, and Motional, working on cutting-edge technologies like commercial aviation AR glasses and autonomous vehicle systems.

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