Ford, GM aim to settle trademark fight over hands-free driving

Ford Motor Co. and General Motors Co. will attempt to settle a trademark fight over the branding of their hands-free driving technology out of court.
By : Bloomberg
| Updated on: 02 Oct 2021, 12:30 PM
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US. (REUTERS)
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US. (REUTERS)
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US. (REUTERS)
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US.

Ford Motor Co. and General Motors Co. will attempt to settle a trademark fight over the branding of their hands-free driving technology out of court.

Lawyers for the companies told a San Francisco federal judge that they are continuing to work out terms of the settlement and will report back to court within 60 days if an accord isn’t reached. 

The tit-for-tat legal skirmish began in July when GM sued Ford for violating its trademarked driver-assist technology. It said it was taking action to protect its “Super-Cruise" brand and “Cruise," the name of its self-driving affiliate Cruise LLC, after Ford in April renamed its Co-Pilot360 automated driving system as “BlueCruise."

Similar Cars

Find More Cars
Ford Figo (HT Auto photo)
Ford Figo
1194 cc | Petrol | Manual | 18.5 kmpl
₹5.49 - 8.43 Lakhs**Ex-showroom price
Ford Aspire (HT Auto photo)
Ford Aspire
1194 cc | Petrol | Manual | 18.5 kmpl
₹7.24 - 8.73 Lakhs**Ex-showroom price
Ford Freestyle (HT Auto photo)
Ford Freestyle
1194 cc | Petrol | Manual | 18.5 kmpl
₹7.27 - 9.03 Lakhs**Ex-showroom price
Ford Ecosport (HT Auto photo)
Ford Ecosport
1496 cc | Petrol | Manual | 15.9 kmpl
₹7.99 - 11.78 Lakhs**Ex-showroom price
Force Motors Gurkha New (HT Auto photo)
Force Motors Gurkha New
2596 cc | Diesel | Manual
₹13.59 Lakhs**Ex-showroom price
Ford Endeavour (HT Auto photo)
Ford Endeavour
1996 cc | Diesel | Automatic (Torque Converter) | 13.9 kmpl
₹32.75 - 36.27 Lakhs**Ex-showroom price

Ford fired back, asking the U.S. Patent and Trademark Office to strip GM of the two trademarks. It argued the whole industry should be able to freely use the word ‘cruise’ to describe driver-assist technologies. The agency doesn’t typically register words and phrases that are commonly used. 

GM first introduced Super Cruise, which allows drivers to take their hands off the wheel for brief periods, on the Cadillac CT6 in 2017. Since then, the company has expanded the technology to allow cars to change lanes on their own, and plans to offer the feature on more models.

Ford unveiled plans last year to offer its BlueCruise hands-free driving technology on its F-150 pickup, the top-selling vehicle in the U.S. It’s also offering BlueCruise as an over-the-air software update on its electric Mustang Mach-E.

Semi-autonomous features such as hands-free driving and crash-avoidance technology have become hotly contested battlegrounds as automakers seek to boost prices, best rivals with options that command a premium, and give drivers high-tech bragging rights.

First Published Date: 02 Oct 2021, 12:30 PM IST
Recommended For You
View All
NEXT ARTICLE BEGINS

Please provide your details to get Personalized Offers on

Choose city
+91 | Choose city
Choose city
Choose city
By clicking VIEW OFFERS you Agree to our Terms and Privacy Policy

Dear Name

Please verify your mobile number.

+91 | Choose city