Ford has filed a formal application with the United States Patent and Trademark Office (USPTO) to revoke all of General Motors’ rights to the Cruise and Super Cruise brands. Ford was forced to take this step after it recently received a lawsuit from GM on charges of allegedly illegal use of the name BlueCruise, which was invented for the name of Ford’s autonomous driving system.
Litigation over the rights to the name “cruise” between the two largest American automakers and does not think to slow down. Ford named its proprietary autopilot BlueCruise, and then suddenly received a lawsuit from GM demanding that it abandon the use of the word Cruise in the name of the system. The fact is that the exclusive rights to the trademarks with the words Cruise and Super Cruise in the United States, as it turned out, belong to the main Ford competitor – General Motors. Ford officials called GM’s claims absurd because the word “cruise” is generally accepted and is used by many automakers such as Hyundai (Smart Cruise Control), BMW (Active Cruise Control), Mack (Predictive Cruise) and ZF (Autocruise).
According to the Detroit Free Press, as a result, Ford did not come up with anything better than to require the US Patent and Trademark Office to revoke General Motors’ rights to use the words Cruise and Super Cruise as trademarks. According to Ford lawyers, General Motors simply left them no choice. True, GM does not agree with this and remind that a system called Super Cruise was announced back in 2012, so the concern has the right to use it. Time will tell whose arguments will be more convincing for the American authorities.