Connect with us

Hi, what are you looking for?

Stock

GM, Cruise sue Ford to block use of ‘BlueCruise’ name for hands-free driving

Stock Markets10 minutes ago (Jul 24, 2021 08:00AM ET)

2/2

(C) Reuters. FILE PHOTO: The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, U.S., March 16, 2021. REUTERS/Rebecca Cook

2/2

By Joseph White

DETROIT (Reuters) -General Motors Co and its Cruise robo-taxi subsidiary have filed a lawsuit to stop Ford Motor (NYSE:F) Co from using the name “BlueCruise” to market its hands-free driving technology, the companies said on Saturday.

In a statement released shortly after midnight Detroit time, GM said Ford’s use of the BlueCruise name infringed on GM’s Super Cruise trademark, as well as Cruise’s trademark.

“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 said in its statement.

In the lawsuit, filed on Friday, GM said the automakers had held “protracted discussions” over the matter but failed to resolve the dispute.

GM is claiming trademark infringement and unfair competition in the lawsuit. The No. 1 U.S. automaker has asked the court for an order to prohibit Ford from using the BlueCruise name and unspecified damages.

Ford called the lawsuit, filed in federal court in California, “meritless and frivolous”.

“Drivers for decades have understood what cruise control is, every automaker offers it, and ‘cruise’ is common shorthand for the 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 are racing each other to deploy technology to enable drivers to take their hands off the steering wheel in traffic jams or on highways. The so-called Advanced Driver Assistance Systems, such as Tesla (NASDAQ:TSLA) Inc’s semi-automated Autopilot technology, are not supposed to allow drivers to fully disengage from driving for extended periods.

Automakers have used the word, cruise, for decades to describe cruise control systems which allow drivers to set a speed the car will maintain, usually in highway driving.

“Ford knew what it was doing,” GM said in the lawsuit. “Ford’s decision to rebrand by using a core mark used by GM and Cruise will inevitably cause confusion.”

GM announced in 2012 it would use the name Super Cruise for its hands-free driver assistance technology, and has been marketing the technology using that name since 2017.

GM’s majority-owned Cruise self-driving vehicle unit has been operating since 2013.

Ford announced 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.

GM, Cruise sue Ford to block use of ‘BlueCruise’ name for hands-free driving

Disclaimer: Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. All CFDs (stocks, indexes, futures) and Forex prices are not provided by exchanges but rather by market makers, and so prices may not be accurate and may differ from the actual market price, meaning prices are indicative and not appropriate for trading purposes. Therefore Fusion Media doesn`t bear any responsibility for any trading losses you might incur as a result of using this data.

Fusion Media or anyone involved with Fusion Media will not accept any liability for loss or damage as a result of reliance on the information including data, quotes, charts and buy/sell signals contained within this website. Please be fully informed regarding the risks and costs associated with trading the financial markets, it is one of the riskiest investment forms possible.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like

Uncategorized

Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt.

Uncategorized

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione.

Uncategorized

Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum.

Uncategorized

Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora.

Disclaimer: Buzzclever.com it's managers and its employees (collectively "The Company") do not make any guarantee or warranty about what is advertised or above. Information provided by this website is for research purposes only and should not be considered as personalized financial or health advice. Copyright © 2021 Buzz Clever. All Rights Reserved