General Motors (GM) is shifting away from Apple CarPlay in its new EVs and focusing on its proprietary infotainment system. To spearhead this transition, GM has promoted two former Apple executives, Baris Cetinok and Dave Richardson, into crucial leadership roles.
Baris Cetinok has been named GM’s Senior Vice President of Software and Services Product Management, Program Management, and Design. He will oversee teams responsible for software design and the development, launch, and improvement of GM’s software programs. Cetinok brings 25 years of experience from Microsoft, Amazon, and Apple, where he played pivotal roles in launching products like Apple Pay, Apple Cash, and iCloud.
Dave Richardson has been promoted to Senior Vice President of Software and Services Engineering, expanding his current role. He will lead all software engineering efforts, including embedded platforms, digital products, commercial solutions, and advanced driver-assistance systems. Richardson’s 12-year tenure at Apple included contributions to the infrastructure of services like iCloud, FaceTime, and Siri.
Both executives will be based at GM’s new Mountain View Technical Center near Palo Alto, California, and will report to CEO Mary Barra. “GM’s journey toward a tech-forward future is clearer than ever, thanks to the exceptional talent within our team and the leadership of Baris and Dave,” Barra said. She highlighted their energy, vision, and extensive technical and management experience as crucial to strengthening GM’s software engineering and product teams.
This leadership change follows GM’s March 2023 announcement that future EVs will not offer Apple CarPlay and Android Auto. Instead, GM will use a customized version of Google’s Android Automotive platform for its in-car infotainment systems, starting with the 2024 Chevrolet Blazer EV. This move aligns with GM’s strategy to generate revenue from in-vehicle software, which CEO Mary Barra emphasized as a growing business segment.
During GM’s 2021 investor day, the company projected software subscriptions could represent an $80 billion industry for GM, expecting incremental annual revenue of $20 billion to $25 billion. At least $6 billion of this is anticipated to come from OnStar Insurance.
Barra has dubbed 2024 the “year of execution” for GM, focusing on resolving issues with the launches of new EVs, relaunching Cruise, GM’s self-driving robotaxi business, and perfecting GM’s software systems. GM has faced challenges, including a pause in sales of the Chevrolet Blazer EV and gasoline-powered midsize pickups due to software glitches, which have since been resolved.
GM CFO Paul Jacobson acknowledged the difficulties in software architecture during the Bank of America 2024 Global Auto Summit, praising the software team’s handling of these issues. He emphasized ensuring customer satisfaction by resolving problems before delivering vehicles.
GM continues to invest heavily in software validation to ensure the capabilities and reliability of its products, reaffirming its commitment to a tech-forward future and enhancing the overall customer experience.
