As GM approaches the two-year mark since its controversial decision to eliminate CarPlay from its electric vehicles (EVs), the transition has faced significant challenges, particularly highlighted by issues in its 2024 model year cars, such as the Chevy Blazer EV, which encountered difficulties linked to GM’s new “Ultifi” infotainment system.
In a recent interview with Nilay Patel on The Verge‘s Decoder podcast, Baris Cetinok, GM’s software vice president, reiterated the company’s commitment to moving away from CarPlay.
Cetinok, who joined GM in late 2023 and has a background at Apple where he oversaw products like Apple Pay and iCloud, explained that although he wasn’t part of the decision to abandon CarPlay, he supports the rationale behind it. He stated:
“Because there was a belief and a hypothesis, which I genuinely believe in, that we are best positioned and owe it to our customers to create the most deeply integrated experience that you can create with the vehicle. We are not shipping devices with just monitors; we’re not a monitor company. We’re building beautifully designed, complete thoughts and complete convictions.”
Elaborating on his initial hesitations, Cetinok articulated the need for cars that are optimized for their purpose rather than settling for a “lowest common denominator” approach:
“That’s why it was not an easy decision to embrace when I joined. At first, it’s a seemingly hard decision and maybe unpopular decision, but it is the right decision because we are here building an end-to-end integrated product for you.”
When discussing Apple’s plans for advancing CarPlay, Cetinok emphasized GM’s direction towards a vertically integrated experience:
“We already made our decision about the experience we want to create, which is going to be a deeply vertically-integrated experience that GM designs, builds, maintains, updates, and innovates on for our customers.”
Cetinok believes that despite the initial pushback and complications, GM’s direction is aligned with enhancing customer experience in the long run:
“We’re definitely a highly competitive company, but it goes back to something we talked about: It’s about conviction. We have high conviction that this is the right path for us to take to create truly interior experiences for our customers.”
For those interested in a deeper dive into Cetinok’s insights, the full interview is available on the Decoder podcast on The Verge.
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Time.news Interview with Baris Cetinok: The Future of GM’s Infotainment System
Time.news Editor: Thank you for joining us today, Baris! As GM’s software vice president, you’ve recently made headlines regarding the significant shift away from CarPlay in GM vehicles. Can you share with our audience what led to this decision?
Baris Cetinok: Thank you for having me! The decision to move away from CarPlay stems from our belief that we can create a more deeply integrated experience for our customers. We’re not just producing cars with screens; we’re designing complete systems that need to work seamlessly with the vehicle itself.
Time.news Editor: That’s a bold move, especially considering how popular CarPlay has been. Many consumers enjoy its functionality and familiarity. What challenges has GM faced since this transition began?
Baris Cetinok: There have been significant challenges, particularly with our new “Ultifi” infotainment system in our 2024 model year vehicles, like the Chevy Blazer EV. We’ve encountered some issues that are typical for a transition of this magnitude. It’s about adjusting from what has been a widely accepted system to something entirely new that we have to refine and perfect.
Time.news Editor: You mentioned that you support the decision despite being new to GM and not being part of the original decision-making process. What insights from your experience at Apple influenced your stance?
Baris Cetinok: My background at Apple taught me the value of creating integrated ecosystems. In technology, it’s critical to provide a user experience that feels consistent and intuitive. I believe that by bringing that philosophy to the automotive industry, GM can take these advanced technologies to the next level. It’s about building something unique rather than relying on standard solutions.
Time.news Editor: It sounds like you’re focused on prioritizing innovation. But how do you address customer concerns, given that many might prefer the ease of use and familiarity of platforms like CarPlay?
Baris Cetinok: I completely understand those concerns. Change is never easy, especially when it involves something people are accustomed to. However, we believe that with time, our customers will appreciate the custom and optimized features tailored to the vehicle’s purpose. We’re striving to create an experience that feels natural, intuitive, and uniquely GM.
Time.news Editor: What can customers expect in terms of functionality and features from the Ultifi system compared to CarPlay?
Baris Cetinok: Ultifi will offer a range of features that are more deeply integrated with the vehicle’s capabilities. For example, we’re looking to enhance driver assistance technologies and provide real-time updates and new functions over the air, which are tailored to individual driving behaviors and preferences. This is the kind of personalized experience we think our customers will value.
Time.news Editor: As the automotive landscape continues evolving toward electric vehicles and advanced technology, how do you foresee GM’s role in that transition?
Baris Cetinok: GM is firmly committed to leading in the electric vehicle space while innovating in how software interacts with automotive design. We see ourselves not just as an automaker but as a technology company that provides sustainable, modern mobility solutions. The aim is to create cars that not only serve transportation needs but also connect with users’ digital lives.
Time.news Editor: It seems GM is at the cusp of a significant transformation! Thank you, Baris, for sharing your insights. It’s clear that the journey will be one of both challenges and great opportunities.
Baris Cetinok: Thank you! It’s an exciting time, and we’re looking forward to what’s ahead for both GM and our customers.