GM, Cruise sue Ford to block use of ‘BlueCruise’ name for hands-free driving

The new GM logo is seen on the facade of the General Motors headquarters in Detroit, Michigan, U.S., March 16, 2021. REUTERS/Rebecca Cook

General Motors Co (GM.N) and its Cruise robo-taxi subsidiary have filed a lawsuit to stop Ford Motor Co (F.N) from using the name “BlueCruise” to market its hands-free driving technology, the companies said on Saturday.

In a statement released shortly after midnight Detroit time, GM said Ford’s use of the BlueCruise name infringed on GM’s Super Cruise trademark, as well as Cruise’s trademark.

“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 and protect the equity our products and technology have earned over several years in the market,” GM said in its statement.

In the lawsuit, filed on Friday, GM said the automakers had held “protracted discussions” over the matter but failed to resolve the dispute.

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