General Motors (GM) has announced the promotion of two former Apple executives to spearhead its software and services operations, signaling a strategic shift towards the development and marketing of electric, autonomous, and connected vehicles.
Baris Cetinok has been appointed as the Senior Vice President of Software and Services Product Management, while Dave Richardson assumes the role of Senior Vice President of Software and Services Engineering. Both executives joined GM in September of last year, as stated in a press release issued by the Detroit automaker on Monday.
These promotions coincide with GM’s ambitious plans to expand revenue streams from software and services and transition from traditional internal combustion vehicles to electric-powered alternatives.
Cetinok will be responsible for overseeing teams dedicated to software product management, while Richardson will lead all aspects of software engineering, encompassing digital products and semi-automated driving systems.
With a wealth of experience spanning over a quarter-century in product development, engineering, and design, Cetinok’s tenure includes notable stints at Microsoft, Amazon, and Apple. During his time at Apple, he held the position of Senior Director of Product Management, playing a pivotal role in the launch of groundbreaking services such as Apple Pay, Apple Card, and iCloud features like photos.
Richardson, who spent twelve years at Apple, served as a leader in engineering for various services including iCloud, FaceTime, and Siri, according to GM.
Both executives will join GM’s senior leadership team, reporting directly to CEO Mary Barra, and will be stationed at the company’s technical center in Mountain View, California.
GM’s foray into electric vehicles has encountered challenges, particularly in mass production, with software emerging as a critical area of concern. Meanwhile, its Cruise autonomous vehicle unit has faced setbacks following a high-profile incident in San Francisco and allegations of attempting to conceal the aftermath of an incident involving a pedestrian.
