Ford Motor Company said Friday it will request at least two of General Motors’ trademarks be rescinded. The request is an escalation in a pending feud between the rivals over the Ford’s ‘Blue Cruise’ name for its semi-autonomous driving assist system.
GM filed a federal suit against Ford on July 24th. In the suit GM alleges Ford is violating its trademarks for the terms ‘Cruise’ and ‘Super Cruise’ with its new Blue Cruise name. GM currently holds trademarks for Super Cruise, it’s competitor to Ford’s new Blue Cruise system. It also holds the trademark for Cruise, which is its autonomous driving division headquartered in San Francisco.
Really this battle comes down to whether or not ‘cruise’ is a generic term open for usage or not. Ford continues to iterate it feels GM’s suit is frivolous.
“To defend itself, Ford has no choice but to ask the U.S. Patent and Trademark Office to rescind both of GM’s “Cruise” and “Super Cruise” trademark registrations that should have never been registered in the first place,” Ford said in a Reuters report. “Any number of companies use the word ‘cruise’ in connection with driver assist technology.”
Ford is accurate in saying multiple company’s are leveraging the term ‘cruise’ for similar technology. Hyundai and other automakers have the term ‘cruise’ in some form of advanced driver assist system marketing name. Despite that, GM has held the trademark for ‘Super Cruise’ since January 2018.