General Motors sues Ford over trademark

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General Motors and its affiliates, the self-driving car developer Cruise, filed a lawsuit Friday against Ford claiming its “BlueCruise” name is too similar to GM’s “Super Cruise” brand name and Cruise branding.

In April, Ford introduced “BlueCruise,” a hands-free highway driving system for some of its vehicles. GM’s “Super Cruise” refers to the hands-free driving assistance feature, which it says has been included in Cadillacs since 2017 and announced the feature as early as 2012, according to the lawsuit.

Ford’s decision to rebrand using a core mark used by General Motors and Cruise inevitably creates confusion between the parties, affiliation, association, association, and/or origin, sponsorship, or approval of their goods and services,” the lawsuit in court. American District, Northern District of California.

According to the lawsuit, GM, Cruz and Ford “engaged in lengthy discussions” after Ford’s announcement, “but Ford insisted on moving forward as ‘BlueCruise’ despite Cruise’s pre-existing rights.”

GM and Cruz Ford are asking for damages related to the accident and for the manufacturer to stop using the “BlueCruise” name.

In a statement filed early Saturday, GM said: “While GM hoped to amicably resolve the issue of trademark infringement with Ford, we had no choice but to vigorously defend our trademarks and protect the proprietary rights that our products and technologies have acquired on Over several years. In the market,” according to Reuters.

According to the Wired Service, Ford said in a statement that the lawsuit was “useless and frivolous,” saying, “Drivers have understood for decades what cruise control is, and every automaker offers it, and ‘cruise’ is a common acronym for capability.”

“This is why BlueCruise was chosen as the name for the next development of the Blue Oval for Ford’s intelligent adaptive cruise control,” Ford continued.

Hill reached out to GM and Ford for comment.

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