General Motors announced that Baris Cetinok, its senior vice president of software and services product management, will leave the company effective December 12, 2025.
Cetinok joined GM in September 2023 after stints at Apple, Microsoft and Amazon, and built a strong product‑management team that helped align software engineering with global product units. GM’s statement noted, “Baris has built a strong software product management team at GM. We’re grateful for his contributions and wish him continued success. With hardware and software engineering unified under Global Product, we’re integrating product management with engineering to accelerate the delivery of exceptional in‑vehicle experiences.” His departure follows a broader restructuring led by Chief Product Officer Sterling Anderson, who is integrating software engineering and product units to accelerate development and monetize services.
The exit is part of a wave of departures in GM’s software division, including Dave Richardson, senior vice president of software and services engineering, and Barak Turovsky, head of GM artificial intelligence. The concentration of exits signals challenges in retaining Silicon Valley talent during the company’s transformation into a software‑driven automaker.
GM’s software strategy aims to generate $20‑$25 billion in services revenue by 2030 through its Ultifi platform, and the company is phasing out Apple CarPlay and Android Auto to promote a proprietary infotainment ecosystem. The departures raise questions about talent retention and the pace of the transformation, even as GM continues to invest in its software stack.
Financially, GM reported Q3 2025 revenue of $48.6 billion and adjusted EBIT of $3.4 billion, and it raised its full‑year 2025 guidance to $12‑$13 billion. The strong earnings underscore the company’s financial resilience, but the executive churn in the software arm signals potential execution risks as the firm pushes toward a software‑centric model.
Investors responded positively to the announcement, reflecting confidence in the restructuring under Anderson and the broader software strategy, despite the departure of key talent.
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