United States based vehicle manufacturer General Motors Company (GM) together with its subsidiary Cruise robo-taxi have sued fellow auto manufacturer Ford Motor Company (F) seeking to refrain Ford from using ‘BlueCruise’ to market its self-driving vehicles.
In the lawsuit, both GM and Cruise jointly argue that Ford will be infringing on GM’s Super Cruise trademark as well as that the trademark of Cruise. GM says they has held protracted discussions with Ford concerning the matter but failed to arrive at a solution on the issue.
“While GM 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,” said GM.
GM is claiming unfair competition and name infringement from Ford requesting the court to ban Ford from using BlueCruise name and further seeking unspecified amount of damages from the automaker.
On its side, Ford says it finds these allegations meritless and frivolous arguing that Cruise is a general term widely used by automakers.
“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,” said Ford.