GM Sues Ford Over BlueCruise Name For Hands-Free Driving Tech

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.