This communication describes a new Pd-catalyzed reaction for the highly chemo- and regioselective oxidative cross-coupling of aromatic C-H bonds. This transformation is proposed to proceed via two discrete C-H activation steps whose selectivities are predominantly controlled by proximity to a ligand (first C-H activation) or by the steric environment around the arene C-H bond (second C-H activation). Furthermore, the selectivity of the second C-H activation reaction can be controlled by tuning the ligand environment around the Pd center.