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What Is Ford Co-Pilot360? And Which SUVs, Cars, and Trucks Have the Safety Tech?
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GM, Ford go to court in legal battle on right to use word cruise
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GM sues Ford to block use of BlueCruise name for hands-free driving
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GM Files Lawsuit against Ford for Use of Its BlueCruise Tech Brand Name By Pablo Luna / Sunday, 25 Jul 2021 09:12PM
General Motors (GM) and Cruise, its self-driving car subsidiary, have filed a lawsuit against Ford Motor for the latter’s use of the “BlueCruise” hands-free driving technology brand name. GM claimed that they had already registered the names “Super Cruise” and “Cruise” and that Ford’s usage of “BlueCruise” is an infringement of the trademark given the similarity between the names, CNBC reports.
“Ford’s decision to rebrand by using a core mark used by GM and Cruise will inevitably cause confusion between the parties, the affiliation, connection, or association between them, and/or origin, sponsorship, or approval of their goods and services,” GM claimed.
Back in April, Ford announced they were jumping on the autonomous driving bandwagon with their BlueCruise hands-free driving system. Now, GM is taking legal action against the Blue Oval, as they believe the name infringes on their similar Super Cruise system.
Over the past few weeks there have been ongoing conversations on the matter between the two automotive giants, ultimately ending with GM filing a lawsuit against Ford on the grounds of trademark infringement. The case will be taken to a United States federal court.
A statement following the filing said: “GM’s Super Cruise hands-free driver assistance technology was announced in 2012 and has been used commercially in-market since 2017. Our majority-owned self-driving subsidiary Cruise has been in business since 2013. 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