General Motors is undergoing a significant restructuring of its software and technology divisions, with three senior executives departing in the past month amid a broader effort to streamline operations under recently appointed Chief Product Officer Sterling Anderson. The changes reflect a push to integrate hardware, software, and AI development more closely, aligning GM with a more unified, tech-company approach.
Executive Departures Signal Strategic Shift
The departures include Baris Cetinok (Senior VP of Software and Services Product Management), Dave Richardson (Senior VP of Software and Services Engineering), and Barak Turovsky (Head of AI). All three joined GM in 2023 and brought extensive experience from tech giants like Apple and Google. Their exits follow Anderson’s arrival in September, and GM’s statements confirm that the restructuring aims to eliminate departmental silos and overlapping roles.
Anderson’s Centralized Vision
Anderson, a veteran of the autonomous vehicle industry, now oversees nearly all vehicle-related development at GM. His position consolidates control over vehicle engineering, battery technology, and software/services product management. This centralization is intended to create a more cohesive product lifecycle, integrating hardware, software, and user experience under a single leadership structure.
New Hires Reflect Robotics Focus
Alongside the departures, GM is actively recruiting new talent. Cristian Mori, formerly of Symbiotic, Rivian, and Boston Dynamics, has been brought in to lead a newly created “Chief Robotics” role. This indicates a heightened emphasis on automation within GM’s manufacturing processes, though the company has historically relied on existing engineering teams for these functions. Additionally, Behrad Toghi (formerly Apple) and Rashed Haq (formerly Cruise) have been hired to lead AI and autonomous vehicle initiatives, respectively.
Why This Matters
The shakeup is not simply about personnel changes. It reflects a fundamental shift in GM’s approach to technology development, moving away from traditional automotive silos toward a more integrated, software-centric model. The restructuring could accelerate GM’s ability to deliver over-the-air updates, improve vehicle connectivity, and compete more effectively with tech-driven automakers like Tesla. However, rapid organizational changes also carry risks, including disruption to existing projects and the potential loss of institutional knowledge.
The integration of robotics leadership suggests GM will rely more heavily on automation in its factories. The hiring of former Cruise leadership could signal a renewed push toward self-driving technology, despite the company shuttering its Cruise division earlier this year.
In conclusion, GM’s restructuring signals a decisive move towards a more streamlined and tech-focused organization under Anderson’s leadership. The changes are intended to accelerate innovation and improve integration across all divisions, though their ultimate impact remains to be seen.
