In April, Ford announced that its hands-free driving system would be dubbed “BlueCruise” and would become available starting with 2021 model year F-150 trucks and Mustang Mach E crossovers. But General Motors has taken exception to Ford’s name choice. GM, along with its autonomous-taxi subsidiary Cruise, filed a lawsuit in a federal court in California on Friday in an attempt to prevent Ford from using the BlueCruise moniker, according to a report from Reuters.
General Motors says the name infringes upon GM’s trademark for its own hands-free driving system, Super Cruise, as well as its trademark for Cruise, an autonomous vehicle subdivision. In the lawsuit, GM also accuses Ford of unfair competition, requesting that the court prevent Ford from using the BlueCruise name and for Ford to cover unspecified damages. GM said in a statement that the company “had hoped to resolve the trademark infringement matter with Ford amicably” but after failing to iron out the issue, GM had “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 statement, Ford defended its name choice, calling the lawsuit “meritless and frivolous” and contending that “drivers for decades have understood what cruise control is, every automaker offers it, and ‘cruise’ is common shorthand for the capability.” Ford also provided a list of other technologies that use the word cruise, such as Hyundai’s Smart Cruise Control, contending that “GM has had zero issue with other ‘cruise’ names.” Ford compared this situation to GM trying to assert trademark ownership on a term such as hybrid or turbo. For the full story, check out this article from Car And Driver.