General Motors (GM) is accelerating its transformation into a software-driven company under the leadership of Baris Cetinok, Senior Vice President of Software and Services Product Management, Program Management, and Design. Appointed in June 2024, Cetinok oversees GM’s ambitious software strategy, with a mission to create deeply integrated digital experiences for drivers and passengers across the company’s extensive portfolio of vehicles. Cetinok’s background in tech heavyweights like Apple, Amazon, and Microsoft has positioned him to tackle the unique challenges of automotive software. At Apple, he spearheaded landmark projects like Apple Pay, Apple Card, and iCloud, experiences that emphasized seamless integration—a principle now central to GM’s strategy. His role involves harmonizing software development with vehicle design, ensuring that innovations in features like GM’s Ultifi platform complement the hardware’s sophistication.
A defining challenge for Cetinok is GM’s controversial decision to phase out Apple CarPlay and Android Auto in favor of its own software platform. This strategic move reflects GM’s ambition to take full control of the in-vehicle experience, enabling faster innovation and richer features. This approach echoes his Apple roots, where vertical integration was key to product success. At the heart of GM’s transformation is Ultifi, the company’s bespoke software platform. Ultifi already incorporates "Google built-in," but Cetinok envisions it evolving beyond what is currently possible with external providers. By focusing on modular, scalable architectures, GM aims to deliver a consistent experience across its diverse vehicle lineup—from rugged trucks to sleek EVs—while maintaining the reliability expected in a safety-critical industry.
Cetinok’s leadership style emphasizes collaboration among product managers, engineers, and designers to tackle GM’s vast and complex portfolio. He champions a debate-driven culture where experts lead experts, enabling informed, data-backed decisions. As EVs become increasingly central to GM’s lineup, Cetinok views the electric transition as a natural enabler for software evolution. Future plans include leveraging AI and voice technology to simplify user interfaces and enrich in-vehicle experiences. By focusing on customer-centric design and relentless innovation, Cetinok is helping GM navigate the intersection of traditional automotive excellence and modern tech-driven solutions.