General Motors and its Cruise Robo-taxi company have launched a lawsuit to prevent Ford Motor Company from marketing its hands-free driving technology under the moniker “BlueCruise,” the firm announced on Saturday. GM alleged Ford’s use of the BlueCruise term infringed on GM’s Super Cruise trademark and Cruise’s trademark in a statement posted shortly after midnight Detroit time.
General Motors said in its statement, “While General Motors 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.” In a lawsuit filed on Friday, General Motors said that the automakers had engaged in lengthy negotiations but could not resolve the conflict.
That’s why BlueCruise was picked as the name for Ford’s Intelligent Adaptive Cruise Control’s next evolution. In traffic jams or on highways, automakers are racing to deliver technology that will allow drivers to take their hands off the steering wheel. Unfortunately, advanced Driver Assistance Systems, such as Tesla’s semi-automated Autopilot, are not designed to enable drivers to withdraw from driving for long periods altogether.For decades, automakers have used the term cruise to designate cruise control systems that allow drivers to choose a speed that the vehicle will maintain, typically on highways.