Meet Jeff Bush, Executive Director of Digital Vehicle Experience at General Motors. With a career shaped in Silicon Valley, Jeff honed his engineering expertise at leading tech companies like Apple, Google, and Roku before bringing his talents to the automotive industry.

Based at GM’s Mountain View, California office, Jeff oversees the teams responsible for in-vehicle user interfaces and application software across all GM vehicles. His work spans digital instrument clusters, center screens, heads-up displays, and passenger entertainment systems, shaping the future of in-car experiences.

A Journey Back to GM

For Jeff, joining GM feels like coming full circle. Originally from Grand Rapids, Michigan, he first worked on equipment used to build GM vehicles at a foundry after high school. He later pursued a degree in computer science and moved to California in 1998, just in time for the dot-com boom—and bust.

Innovating Iconic Devices

Throughout his career, Jeff played a key role in groundbreaking technology. At Danger, he contributed to the development of the T-Mobile Sidekick, one of the first internet-connected smartphones. In 2005, he joined Apple and worked on a secret project that ultimately became the iPhone. Later, he led Google’s Android Automotive OS software engineering team.

Now at GM, Jeff combines his deep tech expertise with his passion for automotive innovation, helping drive the next generation of digital vehicle experiences.

Jeff Bush on GM’s EV Commitment, Innovation, and Challenges

GM’s Push for Electrification 🚗⚡

As an EV enthusiast, Jeff Bush fully supports GM’s commitment to electric mobility. He admires CEO Mary Barra’s bold “three zeros” vision—zero crashes, zero emissions, and zero congestion—guiding the company’s electrification strategy. “She made it clear that we’ll electrify most of our light-duty vehicles. And we’re executing that vision,” he says.

Key Achievements at GM 🎯

Jeff takes pride in the improvements his team has made in software quality and vehicle releases over the past year. “We've improved our code review processes, become more disciplined about milestones, and are being more selective about the features we develop. We're planting a lot of seeds now that will grow in the future,” he explains.

The Future of User Experience 🚀

Jeff envisions a seamless digital experience for GM owners. “I’d love for a GM driver to get in their car, see an over-the-air update available, and be excited to install it—just like they do with their phone,” he says. The team is refining automated testing and focusing on fundamental improvements to make this a reality.

Moving Toward a Smarter Tech Stack 🛠️

To achieve this, Jeff emphasizes GM’s need to own more of its software. “Being too reliant on vendors adds integration complexity. We’re modernizing our software and hardware stack to allow for smoother updates and new features,” he notes. GM’s next-generation electrical hardware architecture is a critical step in simplifying systems and enabling more frequent improvements.

Overcoming Challenges 📌

With GM’s vast product portfolio, Jeff manages multiple priorities and perspectives to provide clear direction. He finds guidance in a quote from Cicero: “More is lost by indecision than wrong decision.” By making informed decisions and staying agile, he ensures GM remains a leader in automotive technology.

Jeff Bush on Leadership, Creativity, and GM’s Future in Mobility

Navigating Challenges Through Teamwork

Jeff Bush has learned to move past the pursuit of perfection, focusing instead on unblocking his team and trusting his peers to navigate uncertainty. “I let go of trying to make the perfect choice all the time and focus on enabling progress,” he says.

Music and Software: A Creative Connection 🎸💻

As a guitarist in his free time, Jeff sees strong parallels between making music and designing user interfaces. “Both are broad canvases with infinite possibilities. The creativity lies in refining those options into something tangible—whether it’s a song or a software product,” he explains. He also sees both as forms of communication: “Music is for listeners, just as software is for users and the engineers who maintain it. You always have to think about your audience.”

GM’s Unique Culture and Dedication 🚗

Jeff has worked at several major tech companies, but he finds GM’s culture distinct. “There’s a passionate dedication to the brand and company. People here really sweat the details,” he says, appreciating the craftsmanship that goes into every product.

Shaping the Future of Mobility 🔋🚀

GM is at the forefront of advancing electric and autonomous vehicles, but Jeff acknowledges that widespread adoption takes time. “To accelerate EV and AV adoption, we need to build consumer confidence—by delivering safe, reliable, and enjoyable products,” he explains. Few companies have the depth of expertise, production capabilities, and market reach that GM does, positioning it as a leader in the future of mobility.