Ford has filed a movement asking the US District Court in San Francisco to dismiss a lawsuit from rival GM over Ford’s BlueCruise self-driving function. Last month, GM filed a trademark infringement lawsuit claiming that the title BlueCruise was too near Super Cruise, the title of GM’s hands-free driving tech, which it launched in 2017, in addition to its autonomous automobile subsidiary Cruise.
Ford mentioned in its movement that the time period “cruise” has been been in “ubiquitous use” over the previous 50 years to discuss with driver-assist options. “Consumers understand “cruise” to discuss with a function of their automobile that performs a part of the driving job or assists them in driving, and they don’t affiliate that time period with anyone firm or model,” Ford argued in its grievance.
In its lawsuit filed July twenty third, GM mentioned the 2 the businesses had been concerned in “protracted discussions” over the title however have been unable to return to settlement. “Ford knew exactly what it was doing,” GM alleged in its grievance, including that if Ford “wanted to adopt a new, unique brand, it easily could have done so without using the word ‘Cruise.’”
Ford announced BlueCruise as the name for its hands-free driver help function in April, and mentioned it could start pushing the function by way of an over-the-air software program replace to pick automobiles this 12 months.
A spokesperson for Ford mentioned in an electronic mail to The Verge on Saturday that the corporate thought of GM’s trademark claims “meritless and frivolous,” including that for many years drivers “have understood what cruise control is, every automaker offers it, and ‘cruise’ is common shorthand” for such options. In addition to in search of to have GM’s case thrown out, Ford has petitioned the US Patent and Trademark Office to rescind GM’s trademark of “Cruise” and “Super Cruise,” the spokesperson added.
GM didn’t instantly reply to a request for touch upon Saturday.
Update August 14th, 5:54PM ET: Adds assertion from Ford spokesperson