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ARTICLE · 04 AUGUST 2021

GM Sues Ford Over The Name Of Its Hands-free Driving Feature

Crowe
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Ford might be excited about its BlueCruise hands-free driving tech, but GM is less than thrilled about it.

CanadaTransport
Crowe MacKay LLP
Crowe MacKay LLP
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BlueCruise is a little too close to Super Cruise for GM's comfort.

Ford might be excited about its BlueCruise hands-free driving tech, but GM is less than thrilled about it. The Detroit Free Press and The Verge report that GM has sued Ford for allegedly violating the trademarks for both its rival Super Cruise feature and its autonomy-focused Cruise company.

GM was holding mediated talks with Ford to reach a "good-faith" arrangement, according to DFP sources. The two sides reportedly didn't make a deal before a July 24th deadline, however, prompting the lawsuit. A GM spokesperson said the company had "no choice" but to sue Ford after trying to resolve the dispute "amicably." Ford's representative, meanwhile, argued that GM's lawsuit was "meritless and frivolous." People understood that "cruise" was short for cruise control, Ford said, and BlueCruise was ultimately the "next evolution" of its Intelligent Adaptive Cruise Control feature. The automaker added that

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