GM sues Ford in trademark fight over branding self-driving cars

General Motors is taking action to protect the Cruise and Super-Cruise brands after Ford in April renamed its Co-Pilot360 automated driving system as
...
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US. (File photo) (REUTERS)
The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, US. (File photo)

General Motors Co. is suing its rival Ford Motor Co. for violating a trademarked driver-assist technology that’s used for hands-free features, according to a lawsuit.

The automaker is taking action to protect the Cruise and Super-Cruise brands after Ford in April renamed its Co-Pilot360 automated driving system as Blue Cruise, GM said in court documents filed Friday. Talks to resolve the issue had been unsuccessful, the firm said.

Also check these Cars

Find more Cars
Ford Mustang Mach E (HT Auto photo)
UPCOMING
₹ 70 Lakhs
View Details
Force Motors Gurkha (HT Auto photo)
2596.0 Diesel Manual
₹ 13.59 Lakhs
Compare
View Offers
Mean Metal Motors Azani (HT Auto photo)
UPCOMING
120 Kwh 350 kmph 700 km
₹ 88 - 90 Lakhs
View Details
Force Motors Gurkha 5 Door (HT Auto photo)
UPCOMING
2596 cc Diesel Manual
₹ 16 Lakhs
View Details
Kia Ev6 (HT Auto photo)
77.4 kWh 192 kmph 708 km
₹ 59.95 - 64.95 Lakhs
Compare
View Offers
Lexus Nx (HT Auto photo)
2494.0 Multiple Both
₹ 64.90 - 71.60 Lakhs
Compare
View Offers

A Ford spokesman didn’t immediately respond to a request for comment after normal business hours. “Ford knew exactly what it was doing," a unit of Detroit-based GM said in documents filed with the U.S. District Court Northern District of California. “If Ford wanted to adopt a new, unique, brand, it easily could have done so without using the word ‘Cruise’."

Also Read : GM to combat Tesla and Ford with another electric pick-up, besides Hummer EV

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.

The feature also shares a name with Cruise LLC, the self-driving car startup that is majority-controlled by GM. “While GM had hoped to resolve the trademark infringement matter with Ford amicably, we were left with no choice but to vigorously defend our brands," GM said in an emailed statement.

Hotly Contested

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

Also Read : US urges 50,000 Chevrolet Bolt owners to park EVs outside due to fire risk

They’re also seen as gateway to getting consumers comfortable with self-driving cars, a space where automotive and tech companies are spending billions in the hopes of unlocking profits from robotaxis and delivery services.

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

First Published Date: 24 Jul 2021, 12:06 PM IST
NEXT ARTICLE BEGINS

Please provide your details to get Personalized Offers on

Choose city
+91 | Choose city
Choose city
Choose city

Want to get the best price for your existing car?

Powered by: Spinny Logo
By clicking "View Offers" you Agree to our Terms and Privacy Policy

Dear Name

Please verify your mobile number.

+91 | Choose city
Couldn't verify the OTP.
It's either expired or it's incorrect.