General Motors and its subsidiary Cruise robo-taxi have filed a lawsuit to stop Ford Motor from using the name “BlueCruise” for market its hands-free driving technology, the companies said on Saturday.
In a statement released shortly after midnight Detroit time, GM claimed that Ford’s use of the name BlueCruise hacked on GM’s Super Cruise brand, as well as the Cruise brand.
“While GM had hoped to resolve the issue of trademark infringement with Ford amicably, we were left with no choice but to strongly defend our brands and protect the fairness of our products e technology to have earned over many years in the market, “GM said in his statement.
In the lawsuit, filed on On Friday, GM said automakers had “protracted discussions” over the question but failed to resolve the dispute.
GM is claiming trademark infringement and unfair competition in the cause. The No. 1 American asked the court for an order to ban Ford from using the name BlueCruise and unspecified damages.
Ford called the lawsuit, filed in Federal Court in California, “without merit and frivolous”.
“Drivers for decades have understood what cruise control is, every car manufacturer offers it and “cruise” is common abbreviation for capacity, ”Ford said in a declaration. “That’s why BlueCruise was chosen as the name for the blue ovals next Evolution of Ford’s Intelligent Adaptive Cruise Control. “
Car manufacturers are competing to take sides technology to enable drivers take their hands off the steering wheel in traffic jams or on highways. So-called advanced driver assistance systems, such as Tesla’s semi- Automatic autopilot technology, they shouldn’t allow drivers to completely disengage from driving for extended periods.
Car manufacturers used the word, cruise, for decades to describe the speed control systems that allow drivers to set a speed the car will keep, usually in guide in highway.
“Ford knew what he was doing,” GM said in the cause. “Ford’s decision rename from using a fundamental brand used by GM and Cruise will inevitably be cause confusion.”
GM announced in 2012 would be use the name Super Cruise for it is hands free driver support technology, and marketed the technology using that name since 2017.
GM majority-owned self-driving cruise vehicle the unit was operating since 2013.
Ford announced would be use the name BlueCruise for its hands-free driving technology in April this year.
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