General Motors and Cruise sued Ford for banning hands-free driving with the name “BlueCruise” Reuters

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© Reuters. File photo: On March 16, 2021, the new General Motors logo can be seen on the exterior wall of General Motors headquarters in Detroit, Michigan, USA. REUTERS/Rebecca Cook

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Joseph White

DETROIT (Reuters)-General Motors and its Cruise robot taxi subsidiary have filed a lawsuit to prevent Ford Motor Company from using the name “BlueCruise” to promote its hands-free driving technology, the two companies said on Saturday.

In a statement issued shortly after midnight Detroit time, GM stated that Ford’s use of the BlueCruise name infringed GM’s Super Cruise and Cruise trademarks.

GM stated in the statement: “Although GM had hoped to resolve trademark infringement issues amicably with Ford, we have no choice but to vigorously defend our brand and protect the rights and interests that our products and technologies have won in the market over the years. “.

In the lawsuit filed on Friday, General Motors stated that the automaker had engaged in “long-term discussions” on the matter but failed to resolve the dispute.

General Motors claimed trademark infringement and unfair competition in the lawsuit. The largest US automaker has asked the court to ban Ford’s use of the BlueCruise name and unspecified damages.

Ford called the lawsuit in California federal court “worthless and meaningless.”

Ford said in a statement: “For decades, drivers have understood what cruise control is, and every car manufacturer provides it, and’cruise’ is a common shorthand for this ability.” “That’s why BlueCruise was chosen. It is the name of Blue Oval’s next-generation Ford intelligent adaptive cruise control system.”

Automakers are racing to deploy technologies that enable drivers to remove their hands from the steering wheel in traffic jams or on highways. So-called advanced driver assistance systems, such as Tesla’s (NASDAQ:) Inc’s semi-autonomous driving technology, should not allow the driver to be completely out of driving for a long time.

For decades, automakers have used the term cruise to describe cruise control systems that allow the driver to set the speed at which the car will maintain, usually when driving on a highway.

“Ford knows what it is doing,” General Motors said in the lawsuit. “Ford’s decision to reshape the brand using the core logo used by General Motors and Cruise will inevitably cause confusion.”

General Motors announced in 2012 that it would use the name Super Cruise as its hands-free driver assistance technology and has been marketing the technology under that name since 2017.

The Cruise self-driving car division, in which GM has a majority stake, has been operating since 2013.

Ford announced that it will 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 is its hands-free driving technology in April this year.

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