General Motors is undergoing a significant shift in its approach to vehicle technology, marked by a reorganization of its software engineering leadership and a long-term plan to transform how its cars are built. This change signals a larger trend in the auto industry – a move towards greater control over vehicle software to unlock new revenue streams and enhance the driving experience.
A New Leadership Structure
Last month, GM unveiled a new “zonal architecture” designed to streamline vehicle construction and place a greater emphasis on software. In conjunction with this announcement, the company has made changes to its leadership. Sterling Anderson, currently GM’s chief product officer, will assume broader responsibilities, overseeing the Software and Services Engineering team. This follows the departure of Dave Richardson, a former Apple executive who served as GM’s vice president of software and services engineering.
According to a statement from GM, the restructuring is intended to accelerate the development and delivery of technology to both customers and the company itself. This involves bringing together vehicle software engineering and Global Product under a single organization led by Anderson.
The Vision for a Centralized System
GM’s vision extends to 2028, when the automaker intends to launch its next-generation centralized computer system. This new system aims to achieve several key benefits:
- Reduced Costs: Streamlining the vehicle’s computer architecture should lead to lower overall costs.
- Fewer Parts: A centralized system promises to simplify the parts used in vehicle construction.
- Less Complexity: Reducing complexity allows for easier maintenance and updates.
Beyond cost savings, the new system will pave the way for more advanced capabilities, including:
- Increased Autonomy: Improved self-driving features.
- Over-the-Air Updates: Continuous software improvements delivered remotely.
- Enhanced Connectivity: Faster and more reliable vehicle network.
- Advanced AI Workloads: Ability to support more sophisticated artificial intelligence applications.
Farewell to Phone Mirroring
As part of this software transformation, GM will eliminate phone mirroring —the integration of smartphone screens on vehicle displays—from future vehicles. This means that Apple CarPlay and Android Auto support will be discontinued as GM refreshes its vehicle lineup. This decision highlights GM’s intent to create a more integrated and proprietary in-car experience.
A Broader Industry Trend
GM’s actions reflect a larger shift within the automotive industry. Carmakers are increasingly recognizing the revenue potential of in-vehicle software, and are taking more control over its development. This can unlock opportunities for subscription services, paywalled features, and new business models that move beyond traditional vehicle ownership.
The ongoing shift towards software-defined vehicles represents a fundamental change in how cars are designed, manufactured, and used.
GM’s move signifies a commitment to establishing itself as a leader in automotive technology and a step towards a future where vehicles are continuously evolving through software updates and new features. The restructuring of its software team underscores the crucial role software will play in the company’s success in the years to come.
