GM's claim is meritless and frivolous. Drivers for decades have understood what cruise control is and “cruise” is common shorthand for the capability. Any number of companies use the word “cruise” to brand driver assist technology. That’s why BlueCruise was chosen. https://t.co/zxhW1EONG4
— Mike Levine (@mrlevine) July 24, 2021
Ford through Mike Levine has issued a statement about the issue (embedded above). The company said that GM’s claim is “meritless and frivolous,” citing the use of cruise control for decades and the word “cruise” itself as its common shorthand. Levine also cited other companies using “cruise” for driver-assist technologies, including Hyundai’s Smart Cruise Control and BMW’s Active Cruise Control.
In the Reuters‘ report, GM said that Ford knew what it was doing when it used the BlueCruise name. The company accuses that Ford’s decision to rebrand its tech using GM’s trademark will inevitably cause confusion.
Read more at https://www.motor1.com/news/522298/gm-sues-ford-bluecruise-name/
