In April, Ford launched “BlueCruise,” a hands-free highway driving system for some of its vehicles. GM’s “Super Cruise” refers to its hands-free driving assist feature, which it says has been included in Cadillac cars since 2017 and announced the feature as early as 2012, according to the lawsuit.
“Ford’s decision to change brands using a base brand used by GM and Cruise will inevitably lead to confusion between the parties, the affiliation, connection or association between them, and / or the origin, sponsorship or the endorsement of their products and services, ”says the lawsuit, which was filed in United States District Court, Northern District of California.
According to the lawsuit, GM, Cruise and Ford “entered into extended talks” following Ford’s announcement, “but Ford insisted on going ahead with the ‘BlueCruise’ name despite pre-existing rights to Cruise. ”
GM and Cruise are asking Ford to pay pecuniary damages related to the incident and the manufacturer to stop using the name “BlueCruise”.
In a statement filed early Saturday, GM said, “While GM hoped to resolve the trademark infringement issue with Ford amicably, we had no choice but to vigorously defend our brands and protect fairness. which our products and technology have won over many years. in the market, ”according to Reuters.
According to the press service, Ford said in a statement that the lawsuit was “baseless and frivolous,” saying: “For decades, drivers have understood what cruise control is, every automaker has come up with it, and “Cruise” is a common shortcut for capacity. ”
“That’s why BlueCruise was chosen as the name for the next evolution of Ford’s Smart Adaptive Cruise Control Blue Oval,” Ford continued.
The Hill has contacted GM and Ford for comment.