Overview
General Motors confirmed that senior vice president of software and services Baris Cetinok will depart on Dec. 12 as the company consolidates vehicle software engineering and global product teams under a single organization led by Sterling Anderson. The move continues a broader realignment unifying hardware and software under GM’s Global Product organization to accelerate delivery of in-vehicle experiences.
What changed
- Leadership: Cetinok exits Dec. 12; Dave Richardson stepped down Oct. 31. Anderson, appointed in late October, now leads a team of 20,000+ employees and splits time between Warren, Michigan, and Mountain View, California.
- Structure: Product management is being integrated with engineering, bringing software, electronics, and product planning under one leader within Global Product.
Strategic context
- GM plans a new software-based vehicle architecture and a centralized computing platform starting in 2028, spanning both internal-combustion and electric models.
- Core vehicle systems (propulsion/powertrain, steering, infotainment, safety) will be consolidated on a single high-speed processor to standardize electronics and speed software feature development.
- GM also plans to integrate conversational AI into vehicles as part of expanding digital services and in-cabin experiences.
Background on key executives
- Baris Cetinok: Former Apple executive (Apple Pay, Wallet, Card, iCloud). Joined GM in Sept. 2023 as VP; promoted in June 2024 to co-lead software and services. Credited with building software product management and contributing to GM’s vehicle operating systems.
- Dave Richardson: Co-led software and services with Cetinok; stepped down Oct. 31.
- Sterling Anderson: Co-founder of Aurora Innovation; appointed in late October to lead software and services and direct next-generation computing and AI features across GM’s technical centers.
- Other moves: Chief AI Officer Barak Turovsky departed Nov. 24; WardsAuto also reported plans to cut hundreds of tech jobs in late October.
Timeline
- Sept. 2023: Cetinok joins GM as VP of product, software and services.
- June 2024: Cetinok and Richardson elevated to lead software and services.
- Late Oct. 2024: Anderson appointed to head software/services; broader unification under Global Product advances.
- Oct. 31, 2024: Richardson steps down.
- Nov. 24, 2024: Chief AI Officer Turovsky departs.
- Dec. 12, 2024: Cetinok departs.
- 2028: Rollout begins for centralized computing platform; conversational AI integration planned.
What’s next
GM says its software organization will continue toward the 2028 centralized computing rollout and conversational AI integration across its lineup. The company has not detailed interim leadership for software product management following Cetinok’s exit. The restructuring aims to streamline decision-making and shorten the path from concept to delivery of new digital features.
