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.
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.
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.
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.
