Auto giants promise heavy court battle over the name ‘BlueCruise’
General Motors Co. and Ford Motor Co . collided over registered trademarks and the clash between the American car giants will go to court.
According to the Reuters agency, General Motors and its robot taxi subsidiary company Cruise have filed a lawsuit against Ford for using the name ‘BlueCruise’ as its trademark for their hands-free driving technology.
PUB
GM claims that Ford’s use of ‘BlueCruise’ is an infringement of the Super Cruise and Cruise trademarks, as reported by the news agency.
“While GM hoped to amicably resolve the trademark infringement issue with Ford, we were left with no option. if we don’t vigorously defend ours brands and protect the equity that our products and technology have earned over several years in the market.”
Ford called the lawsuit filed this week in a federal court in California as “useless” and “futile” in a statement also issued by Reuters.
“Drivers have understood for decades what ‘cruise control’ is , all car manufacturers offer it, and ‘cruise’ is a common abbreviation for the function. that’s why ‘BlueCruise’ was chosen as the Blue Oval name for the next evolution of Ford’s ‘Intelligent Adaptive Cruise Control’ [‘Regulador de Velocidade Adaptativo Inteligente’].”
GM refers in its position that the two manufacturers maintained “prolonged discussions” that they failed to reach an agreement and, alleging trademark infringement and unfair competition in the case, asks the court to prohibit Ford from using the name ‘BlueCRuise’ and unspecified damages.
PUB
