General Motors and its subsidiary filed a lawsuit against Ford for using their trademark “cruise” of autonomous driving technology. Earlier they tried to resolve the issue directly with Ford. But, Ford argues that cruise is a common name for “capability” and drivers have known what cruise control is for decades.
Image credits- Market Watch
According to the lawsuit, GM wants Ford to stop using the word “BlueCruise” on its hands-free driving technology. Said that Ford using the same name infringes GM’s Super Cruise trademark. Added that the trademark includes “Cruise”.
GM said in its statement, “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,”
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