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Home›Trademark›Ford and GM settle brand battle on hands-free driving

Ford and GM settle brand battle on hands-free driving

By Adam Motte
October 2, 2021
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New York: Ford Motor Co and General Motors Co will try to settle amicably a brand battle over the branding of their hands-free driving technology.

Lawyers for the companies told a federal judge in San Francisco that they are continuing to work on the terms of the settlement and will report to the court within 60 days if a deal is not reached.

The legal skirmish began in July when GM sued Ford for violating its trademark driver assistance technology. It said it was taking steps to protect its brand “Super-Cruise” and “Cruise,” the name of its autonomous driving subsidiary Cruise LLC, after Ford renamed its Co-Pilot360 automated driving system in April to “BlueCruise”.

Ford fought back, asking the US Patent and Trademark Office to strip GM of the two brands. He argued that the industry as a whole should be able to freely use the word “cruise” to describe driver assistance technologies. The agency usually does not record commonly used words and phrases.

GM first introduced Super Cruise, which allows drivers to take the wheel off the wheel for brief periods, on the Cadillac CT6 in 2017. Since then, the company has extended the technology to allow cars to change lanes by them- same, and plans to offer the feature on more models. Ford last year unveiled plans to offer its BlueCruise hands-free driving technology on its F-150 pickup, the best-selling vehicle in the United States.

It also offers BlueCruise as a live software update on its electric Mustang Mach-E.

Semi-autonomous features like hands-free driving and crash avoidance technology have become hotly contested battlegrounds as automakers seek to raise prices.


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