Ford asks court to dismiss GM’s lawsuit over “BlueCruise” driver assist feature

Ford seeks to have GM’s lawsuit over the name “BlueCruise” dismissed | Photo by JEFF KOWALSKY/AFP via Getty Images

Ford has filed a motion asking the US District Court in San Francisco to dismiss a lawsuit from rival GM over Ford’s BlueCruise self-driving feature. Last month, GM filed a trademark infringement lawsuit claiming that the name BlueCruise was too close to Super Cruise, the name of GM’s hands-free driving tech, which it introduced in 2017, as well as its autonomous vehicle subsidiary Cruise.

Ford said in its motion that the term “cruise” has been been in “ubiquitous use” over the past 50 years to refer to driver-assist features. “Consumers understand “cruise” to refer to a feature in their vehicle that performs part of the driving task or assists them in driving, and they do not associate that term with any one company or brand,” Ford…

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