General Motors and Cruise, the company’s autonomous vehicles unit, sued Ford over the use of the BlueCruise name for its autonomous driving technology, Reuters reported. The lawsuit was filed in federal court in California.
According to the report, GM said the BlueCruise name is a violation of the trademark used by the automaker, both for its Super Cruise technology and its Cruise company.
The automaker added that it “had hoped to resolve the trademark infringement case with Ford out of court.” The two companies failed to resolve the dispute, forcing GM to hit back with legal action to defend its brand.
Ford through Mike Levine released a statement on the issue (embedded above). The company said GM’s claim is “baseless and frivolous,” citing the use of cruise control for decades and the word “cruise” itself as its common shorthand. Levine also cited other companies using “cruise” for driver assistance technologies, including Hyundai’s Smart Cruise Control and BMW’s Active Cruise Control.
In the Reuters report, GM said Ford knew what it was doing when it used the BlueCruise name. The company accuses Ford’s decision to rename its technology using GM’s trademark will inevitably lead to confusion.
As a reminder, Ford announced in April that its autonomous driving system would be officially called BlueCruise. It is an SAE Level 2 stand-alone system that uses a combination of advanced camera and radar detection technologies. Ford compares it to Tesla’s autopilot “but with the advantage of offering a true hands-free driving experience in hands-free mode”.
Ford’s BlueCruise will be available in the Mustang Mach-E and F-150 later this year through live updates. It will cost $ 600, which includes three years of service.