September 19, 2021

Biz Journal

Business perfection

Ford Hits Again in GM Authorized Battle Over Use of ‘BlueCruise’ Identify

A dispute between Basic Motors Co. and Ford Motor Co. over the identify of their hands-free driving choices has escalated into an uncommon authorized spat between company arch rivals.

Final month, GM sued Ford over the identify of Ford’s assisted-driving system, BlueCruise, which is scheduled to be launched later this yr. GM stated the identify is “confusingly comparable” to GM’s personal system, Tremendous Cruise, in addition to that of its driverless-car division, San Francisco-based Cruise. Within the lawsuit, GM known as its competitor’s naming alternative “a brazen try to commerce on their goodwill.”

Ford late Friday filed a authorized movement hitting again. The Dearborn, Mich.-based auto maker stated it selected the identify BlueCruise with a nod to the time period cruise management, a generic driving function that has been provided by auto makers for many years. Ford requested the U.S. District Courtroom in San Francisco to toss out GM’s swimsuit.

“Shoppers perceive ‘cruise’ to check with a function of their car that performs a part of the driving activity or assists them in driving,” it stated. “They don’t affiliate that time period with anyone firm or model.”

Ford additionally petitioned the U.S. Patent and Trademark Workplace to cancel GM’s trademark of the Tremendous Cruise identify. In an announcement, Ford cited a number of different makes use of of the phrase “cruise” in descriptions of options marketed by different auto firms, together with “Good Cruise Management” from Hyundai Motor Co. and “Predictive Cruise” from Mack Vans Inc.

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