GM, Cruise demand Ford drop ‘BlueCruise’ name for hands-free driving, Auto News, ET Auto

By Joseph White

New Delhi: Common Motors Co and its Cruise robo-taxi subsidiary mentioned early Saturday they may take motion to cease Ford Motor Co from utilizing the identify “BlueCruise” to market its hands-free driving expertise.

In an announcement launched shortly after midnight Detroit time on Saturday, GM mentioned Ford’s use of the BlueCruise identify infringed on GM’s Tremendous Cruise trademark, in addition to Cruise’s trademark.

“Whereas GM had hoped to resolve the trademark infringement matter with Ford amicably, we have been left with no alternative however to vigorously defend our manufacturers and shield the fairness our merchandise and expertise have earned over a number of years out there,” GM mentioned in its assertion.

“As this can be a matter of pending litigation, we have now no additional feedback at the moment,” it added.

Ford officers couldn’t be instantly reached for a reply.

Automakers are racing one another to deploy expertise to allow drivers to take their fingers off the steering wheel in site visitors jams or on highways. The so-called Superior Driver Help Techniques, corresponding to Tesla Inc’s semi-automated Autopilot expertise, usually are not supposed to permit drivers to totally disengage from driving for prolonged intervals.

Automakers have used the phrase, cruise, for many years to explain cruise management techniques which permit drivers to set a pace the automotive will preserve, often in freeway driving.

GM introduced in 2012 it could use the identify Tremendous Cruise for its hands-free driver help expertise, and has been advertising and marketing the expertise utilizing that identify since 2017.

GM’s majority-owned Cruise self-driving automobile unit has been working since 2013.

Ford introduced it could use the identify BlueCruise for its hands-free driving expertise in April this yr.

Common Motors says it can characteristic its expanded Tremendous Cruise hands-free driver-assisted expertise on six automobiles subsequent yr