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www.canadianlawyermag.com 41 RUSTAM JUMA COMPANY: Volkswagen Group Canada TITLE: General counsel LORI MASSINI COMPANY: Thunderbird Entertainment TITLE: General counsel Life in the fast lane: Volkswagen's GC Rustam Juma on the future of automotive Rustam Juma, general counsel at Volkswagen Group Canada, faces a fast-evolving landscape as the automotive industry shifts toward electrification, digitalization, and sustain- ability. In a conversation with Lexpert, Juma outlines the complex legal challenges this transformation presents, from navigating constantly changing regulations to managing Volkswagen's strategic initiatives. "The laws are continuously changing, especially in places like Quebec and BC," Juma explains. He must stay ahead of regulations on issues like marketing, consumer protection, and privacy, while also ensuring that Volkswagen's dealer network remains compliant and successful. Juma's responsibilities extend beyond Canada, with global projects like the Ontario battery plant and supporting Volkswagen's luxury brands. Electrification is a key focus for Volkswagen. Juma highlights the legal and safety complexities associated with electric vehicles (EVs), noting that "battery electric vehicles are much heavier," which creates challenges like increased road wear. Volkswagen is committed to an all-electric future, with Audi planning to fully transition by 2030. Juma underscores the importance of harmonizing regulations between Canada and the US to facilitate seamless planning and compliance. "We think about sustainability holisti- cally, ecologically, economically, and socially," Juma says. He emphasizes the company's ambitious ESG goals, aiming for net carbon neutrality across all lifecycle phases by 2050, with intermediate goals like reducing the carbon footprint of passenger cars by 30 percent by 2030. Juma also points to the Electrify Canada initiative, which aims to build a fast-charging network to support zero-emission vehicle adoption. Volkswagen's broader ESG goals include fostering diversity and inclusion, including increasing women in management. Studios tackle green initiatives in contracts as regulations tighten Lori Massini, general counsel at Thunderbird Entertainment and board member of "Producing for the Planet," is at the forefront of a major shift in the Canadian film and television industry. As studios and production companies increasingly aim to reduce their environmental impact, Massini highlights the growing legal challenges tied to sustainability. "Sustainability is a growing concern in the motion picture and television industry," Massini tells Lexpert. Studios are now pursuing emission reductions, and "certain cast or talent can make requests to have green writers in financing contracts," she explains. In Canada, broadcasters and funders are already introducing mandatory carbon foot- print and sustainability plans for produc- tions. As larger companies like Thunderbird Entertainment prepare for more stringent sustainability disclosure regulations, "I can only imagine that this will increase," Massini notes. Globally, regulations like the SEC's sustainability disclosures in the US and Bill C-59, also known as the "greenwashing bill," are pushing companies to prove their environmental claims. Massini acknowledges the complexity of these new regulations, especially for producers who are not sustainability experts. She emphasizes the need for awareness and skills development across the industry. One of the biggest sustainability chal- lenges is transportation, as moving actors, crew, and equipment generates significant carbon emissions. Massini believes the first step is understanding and documenting these impacts. "Companies now are being forced to reckon with that," she says, though she admits some production activities cannot be easily transformed. Navigating sustainability and law is a challenge for the entertainment industry, but Massini remains optimistic: "It's such an evolving area, and I suspect there will be big advancements going forward."