© Reuters. FILE PHOTO: The new GM logo is seen on the facade of General Motors headquarters in Detroit, Michigan, USA, March 16, 2021. REUTERS / Rebecca Cook
By Joseph White
DETROIT (Reuters) -General Motors Co and its subsidiary Cruise robo-taxi have filed a lawsuit to prevent Ford Motor (NYSE 🙂 Co from using the name “BlueCruise” to market its hands-free driving technology, the companies said Saturday.
In a statement issued shortly after midnight Detroit time, GM said Ford’s use of the BlueCruise name violated GM’s Super Cruise trademark as well as Cruise’s trademark.
“While GM hoped to resolve the trademark infringement issue with Ford amicably, we were left with no choice but to vigorously defend our brands and protect the equity that our products and technology have earned over several years in the marketplace,” he said. GM in its statement. .
In the lawsuit, filed Friday, GM said the automakers had had “lengthy discussions” on the matter but were unable to resolve the dispute.
GM Alleges Trademark Infringement and Unfair Competition in Lawsuit. He does not. 1 The US automaker applied to the court for an order prohibiting Ford from using the BlueCruise name and unspecified damages.
Ford called the lawsuit, filed in federal court in California, “without merit and frivolous.”
“Drivers for decades have understood what cruise control is, all automakers offer it, and ‘cruise’ is the common abbreviation for capability,” Ford said in a statement. “That’s why BlueCruise was chosen as the name for the Blue Oval’s next evolution of Ford’s Intelligent Adaptive Cruise Control.”
Automakers compete with each other to implement technology that allows drivers to take their hands off the wheel in traffic jams or on the roads. So-called advanced driver assistance systems, such as Tesla’s Semi-Automatic Autopilot Technology (NASDAQ 🙂 Inc, are not supposed to allow drivers to completely disconnect from driving for extended periods.
Automakers have used the word cruise for decades to describe cruise control systems that allow drivers to set the speed the car will maintain, usually when driving on the highway.
“Ford knew what it was doing,” GM said in the lawsuit. “Ford’s decision to rebrand by using a core brand used by GM and Cruise will inevitably cause confusion.”
GM announced in 2012 that it would use the Super Cruise name for its hands-free driver assistance technology, and has been marketing the technology under that name since 2017.
GM’s majority-owned Cruise autonomous vehicle unit has been in operation since 2013.
Ford announced that it would use the name BlueCruise https://www.reuters.com/business/autos-transportation/ford-offer-hands-free-driving-some-car-truck-models-later-this-year-2021- 04 -14 for its hands-free driving technology in April this year.
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