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Reading: Ex-Apple execs Cetinok, Richardson to spearhead GM’s Software ambitions
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EV-a2z > News > Ex-Apple execs Cetinok, Richardson to spearhead GM’s Software ambitions
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Ex-Apple execs Cetinok, Richardson to spearhead GM’s Software ambitions

EV-a2zm
Last updated: 2024/06/07 at 1:27 AM
EV-a2zm Published June 7, 2024 4 Min Read
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NEW YORK - JULY 21 Apple store on Fifth Avenue on July 21 2012 in New York City, USA. The store in it self is all underground except for the 32-foot glass cube right in front of f the GM building
NEW YORK - JULY 21 Apple store on Fifth Avenue on July 21 2012 in New York City, USA. The store in it self is all underground except for the 32-foot glass cube right in front of f the GM building
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American legacy automaker General Motors has just announced that two former Apple executives will officially oversee its software division following former head Mike Abbott’s departure in March 2024 due to health issues.

Contents
Apple veterans to oversee GM’s EV software developmentGM’s software development pushGM seeks to relaunch autonomous testing for its Cruise robotaxis

GM software unit to be led by two former Apple executives https://t.co/e1tU8XcfNW @GM #Apple #Ford pic.twitter.com/2bZSnmzASt

— Techinsider (@ElectricNews3) June 5, 2024

Apple veterans to oversee GM’s EV software development

According to the press release, GM formally promoted former  Apple executives Baris Cetinok and Dave Richardson to supervise its Software and Services unit.

The move comes after tech giant Apple ditched its autonomous vehicle endeavour, dubbed “Project Titan,” earlier this year despite several years of development.

🚀 General Motors makes big moves with new hires! Former Tesla exec to lead global manufacturing, while a software expert from Apple and Microsoft takes charge of services. Exciting times ahead for #GM! 🙌👏 #NewBeginnings https://t.co/JYfPv8ERmc

— Shawn Ryder Digital (@shawnryder) March 15, 2024

Baris Cetinok is now GM’s SVP of Software and Services Product Management, Program Management and Design. He has worked in product, engineering, and design at Apple, Amazon, and Microsoft. He served Apple for nine years before moving to another executive role at Robinhood and FalconX.

“I’m excited to share that this week I am embarking on the role of Senior Vice President of Software and Services Product Management, Program Management and Design at General Motors, working alongside my friend David Richardson who will head up Software and Services Engineering.”

Baris Cetinok, GM’s SVP of Software and Services Product Management, Program Management and Design said in a LinkedIn post 

Meanwhile, Dave Richardson advanced to the role of SVP of Software and Services Engineering. He served Apple for 12 years, aiding the development of key systems like iCloud products, Siri, FaceTime, iMessage, etc.

“In this role, I’ll be focusing on areas including software defined vehicle development, software quality and testing, services, cloud platforms, web and mobile, IT, and advanced driver-assistance systems.”

Dave Richardson, GM’s SVP of Software and Services Engineering, said in a LinkedIn post 

GM noted that Cetinok and Richardson both joined the legacy automaker in September last year. They substantially helped GM in vehicle operating and digital systems development.

GM’s software development push

GM’s software is an increasingly key part of its automotive business.

In May, CEO Barra disclosed that the automaker sees revenue prospects from in-vehicle software without elaborating. However, she teased that the company will release more details about the matter on the upcoming investor day later this year.

In hindsight, GM executives also projected during the investor day in 2021 that software subscriptions would become an $80 billion business for the automaker. 

All these considered, promoting the two tech veterans will significantly aid GM in its software development push.

“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. They bring energy and vision, combined with extensive technical and management experience, that will continue to strengthen our software engineering and product teams.

These elevated roles will ensure continuity, speed, and quality as software becomes even more central to the vehicle.”

GM CEO Mary Barra

GM seeks to relaunch autonomous testing for its Cruise robotaxis

Interestingly, GM’s announcement comes after it relaunched the human-operated testing of its Cruise robotaxis in early April.

Today, we’re taking an important next step in returning to our mission: we're reintroducing a small fleet of human-driven vehicles in select cities – starting in Phoenix. These vehicles will create maps and gather road information, a critical step for validating future…

— cruise (@Cruise) April 9, 2024

It is a crucial step for Cruise to gain regulators’ trust in its autonomous driving technology, potentially paving the way for the return of its driverless services.

Cruise had no choice but to halt its operation after one of its robotaxis accidentally struck a pedestrian last October. As a result, it lost its license to operate in California.

GM has emphasized its commitment to relaunch Cruise, making it one of its major objectives in 2024.

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TAGGED: Apple, Electric Vehicle, EV, General Motors, Software Defined Vehicles
EV-a2zm June 7, 2024 June 7, 2024
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