Ford counterattacks in 'cruise' dispute with GM
Reuters
Published Aug 13, 2021 08:16PM ET
Updated Aug 13, 2021 08:45PM ET
By Joseph White
DETROIT (Reuters) - Ford Motor (NYSE:F) Co said late on Friday it will ask the U.S. Patent Office to rescind trademarks obtained by rival General Motors Co (NYSE:GM) for the terms "Cruise" and "Super Cruise," escalating a brawl GM began by suing Ford over its use of "Blue Cruise" for an automated driving system.
The legal fight between the two Detroit automakers turns on whether "cruise" is a generic term for technology that allows the car to take over some share of driving tasks from a human motorist.
The clash underscores the intensity of competition among established automakers to be seen as leaders in automated driving technology, competitive with Silicon Valley rivals Tesla (NASDAQ:TSLA) Inc, Alphabet (NASDAQ:GOOGL) Inc 's Waymo unit and others.
GM filed a federal suit against Ford on July 24, accusing Ford of violating GM trademarks by using the name "Blue Cruise" for a system that enables hands-free driving.
GM had previously trademarked "Super Cruise" for its hands-free, partially automated driving technology. It also has trademarked "Cruise," the name of its robo-taxi unit in San Francisco.
Ford reiterated on Friday its position that GM's suit is frivolous. The effort to nullify GM's trademarks for the use of the word "cruise" takes the fight to a new level.
"To defend itself, Ford has no choice but to ask the U.S. Patent and Trademark Office to rescind both of GM’s “Cruise” and “Super Cruise” trademark registrations that should have never been registered in the first place," Ford said. "Any number of companies use the word 'cruise' in connection with driver assist technology."
Among the examples Ford cited: "Predictive Cruise," marketed by Mack Trucks; "Smart Cruise Control" marketed by Hyundai Motor Co, and Autocruise, used by auto supplier ZF Friedrichshafen AG.
GM said Friday that Super Cruise "has had a well established commercial presence since 2017," and added in a statement that the company "remains committed to vigorously defending our brands and protecting the equity our products and technology have earned over several years in the market and that won’t change."
Get The News You Want
Written By: Reuters
Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.