Last weekend, General Motors sued Ford for its use of the word “Cruise” in the name of its new hands-free driving system , as reported by Roadshow. For the company, “BlueCruise,” as Ford’s new system was called, is a name that violates other General Motors trademarks, which use the same word and have been around for a long time. General Motors refers specifically to its Cruise cars brand and to Super Cruise technology, another driver assistance system typical of some of its models.
According to Reuters, quoted in Roadshow, Ford had very clear intentions and knew very well that the use of this name would create a lot of confusion . On the other hand, the demand for General Motors – which is going through a difficult time due to the shortage of chips, a problem that has affected the entire industry – comes from of a failed attempt to resolve the matter on friendly terms.
According to the Roadshow report, Ford responded to this statement through a statement In which it said : “We believe that GM Cruise’s claim is unfounded and frivolous. Drivers for decades have understood what cruise control is, all automakers offer it, and ‘cruise’ is a common abbreviation for capability, ”the automaker added. “That’s why BlueCruise was chosen as the name for the next evolution of Ford’s Intelligent Adaptive Cruise Control, incorporating hands-free blue zones and other advanced cruise control features.”
The new BlueCruise system will be used in some Ford vehicles, such as the new version of the F – 150 and the new Mustang Mach-E, both scheduled to hit the market later this year. The intention of General Motors with this lawsuit is to make Ford desist from using the name it has chosen for its hands-free driving system, but everything will be decided in legal instances, so Both companies have not given further details.
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