GM, Cruise demand Ford drop ‘BlueCruise’ name for hands-free driving

DETROIT — General Motors and its Cruise automated driving subsidiary stated early Saturday they’ve requested a U.S. federal courtroom to cease Ford Motor Co. from utilizing the name “BlueCruise” to market its hands-free driving expertise.

In a press release and paperwork launched shortly after midnight, GM stated Ford’s use of the BlueCruise name infringed on GM’s Super Cruise and different GM logos for automated driving, corresponding to Hyper Cruise, in addition to Cruise’s logos.

“While GM had hoped to resolve the trademark infringement matter with Ford amicably, we were left with no choice but to vigorously defend our brands and protect the equity our products and technology have earned over several years in the market,” GM stated in its assertion.

Ford, in a press release, known as GM and Cruise’s declare “meritless and frivolous.”

“Drivers for decades have understood what cruise control is, every automaker offers it, and ‘cruise’ is common shorthand for the capability,” it stated.

Ford famous that GM has not taken motion in opposition to different firms that use the phrase “cruise” in advertising and marketing names used to explain automated driving techniques.

Automakers are racing to deploy expertise to allow drivers to take their palms off the steering wheel in site visitors jams or on highways. The so-called Advanced Driver Assistance Systems, corresponding to Tesla Inc.’s semi-automated Autopilot expertise, should not supposed to permit drivers to completely disengage from driving for prolonged intervals.

Automakers have used the phrase “cruise” for a long time to explain cruise management techniques which permit drivers to set a pace the automotive will preserve, often in freeway driving.

GM’s grievance argues that “automated driving is not cruise control.”

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