General Motors filed a lawsuit in the United States with the goal of preventing Ford use the name BlueCruise to commercialize its autonomous driving technology because it resembles, according to the complaint, the system Super Cruise that already offer some of their models in the international market.
The General Motors statement explains: “GM’s Super Cruise hands-free driver assistance technology was announced in 2012 and has been in commercial use in the market since 2017. And our most popular system, the Cruise, since 2013.”
The company to which Chevrolet, Cadillac, GMC and Buick belong ensures that “I hoped to resolve the issue of trademark infringement with Ford amicably”, but it wasn’t that easy. “We had no choice but to vigorously defend our brands and protect the equity that our products and our technologies have earned over so many years in the market,” commented from GM.
In the lawsuit, GM said that with the oval mark they had maintained “Prolonged discussions” on the matter, but they were unable to resolve the dispute. It is alleged trademark infringement and unfair competition. And an order was requested to prohibit Ford from using the BlueCruise name.
“As this is pending litigation, we have no further comment at this time,” GM spokesmen said, noting before noting that Ford’s BlueCruise offers “an inferior consumer experience in terms of comfort and safety.”
Ford announced that it would use the BlueCruise name for its hands-free driving technology in April of this year. Through his spokesman Mike Levine, he responded publicly and very harshly to General Motors: “We believe that GM’s claim about its Cruise system is unfounded and frivolous”.
“Drivers have understood what Cruise Control is for decades. All car manufacturers offer it and ‘Cruise’ is the common abbreviation for this system. That’s why BlueCruise was chosen as the name for the next evolution of Blue Oval, Ford’s intelligent adaptive cruise control that now incorporates hands-free blue zones and other advanced features, ”added Levine.
Today, the only General Motors model that equips the Super Cruise system is the Cadillac Escalade, a high-end SUV, although by 2023 it is projected in more than twenty vehicles. And in Ford they estimate to incorporate the BlueCruise soon in the Ford F-150 and the Mustang Mach-E.
Evidently, this story will have new chapters. The North American justice will be in charge of determining whether the General Motors complaint is valid or not.