GM and Cruise sue Ford for its ‘BlueCruise’ technology name

17:54, 24 July 2021
GM and Cruise sue Ford for its ‘BlueCruise’ technology name Photo: Global Look Press/Zamir Usmanov

General Motors CO and its Cruise robo-taxi affiliate have filed a lawsuit against Ford Motor CO in federal court in California to disallow the company to use the name ‘BlueCruise’ in promotion of its hands-free driving technologies, the companies said on Saturday.

GM said in its statement that Ford is violating GM’s Super Cruise trademark as well as Cruise’s trademark, using the BlueCruise name.

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

Before GM had filed the lawsuit, the automakers were disputing over the trademark issue, but talks had failed as companies couldn’t reach an understanding, the lawsuit reads.

GM has asked the court for an order to prohibit Ford from using the BlueCruise name.

Ford described the lawsuit as “meritless and frivolous”.

“Drivers for decades have understood what cruise control is, every automaker offers it, and ‘cruise’ is common shorthand for the capability. That’s why BlueCruise was chosen as the name for the Blue Oval’s next evolution of Ford’s Intelligent Adaptive Cruise Control,” Ford said in a statement.

Automakers have used the word ‘cruise’ for decades to describe the system, which controls the speed of a motor vehicle if it is on.

GM announced the name (Super Cruise) of the driver assistance technology back in 2012, and has been promoting Super Cruise since 2017.