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GM, Ford to resolve case over use of name “BlueCruise” for hands-free driving – NEWSWARDEN

October 4, 2021

By David Shepardson

WASHINGTON (Reuters) – General Motors Co and Ford Motor Co have agreed to settle a legal battle over Ford’s use of the name “BlueCruise” to commercialize its hands-free driving technology.

In a notice filed in court on Friday, the two automakers said they were in “process of resolving all complaints and counterclaims in question.” A judge agreed to dismiss the lawsuit on the condition that automakers finalize a settlement within 60 days. No details have been released.

A Ford spokesperson said the deal was not finalized, but said the No. 2 US “will continue to use the name BlueCruise, as we do today for the F-150 and Mustang Mach-E and later for the 2022 shipment”.

GM said both automakers “have resolved the case and related proceedings amicably. At the moment, we have no further comments ”.

In July, GM and its subsidiary Cruise robo-taxi filed a lawsuit to prevent Ford from using the BlueCruise name. GM said in July that the automakers had “protracted discussions” on the issue but failed to resolve it.

“Ford knew what he was doing,” GM said in the lawsuit. “Ford’s decision to rebrand using a core brand used by GM and Cruise will inevitably cause confusion.”

GM announced in 2012 that it would use the Super Cruise name for its hands-free driving assistance technology and has been marketing the technology using that name since 2017.

Ford previously called the lawsuit, filed in California federal court, “without merit and frivolous”, stating that “for decades drivers have understood what cruise control is, every automaker offers it and ‘cruise’ is a common shortcut to capacity “.

Carmakers are racing to roll out the technology to allow drivers to take their hands off the wheel in traffic jams or on highways. So-called advanced driver assistance systems, such as Tesla Inc’s semi-automatic autopilot technology, should not allow drivers to completely disengage from driving for extended periods.

Car manufacturers have used the word “cruise” for decades to describe systems that allow drivers to set a speed the car will maintain, usually when driving on the freeway.

GM’s majority-owned Cruise self-driving vehicle unit has been in operation since 2013.

Ford announced it will use the name BlueCruise https://www.reuters.com/business/autos-transportation/ford-offer-hands-free-driving-some-car-truck-models-later-this-year-2021- 04-14 for its hands-free driving technology in April this year.

(Reporting by David Shepardson; Editing by Dan Grebler)

[ https://newswarden.com/gm-ford-to-settle-suit-over-use-of-bluecruise-name-for-hands-free-driving/ https://d26toa8f6ahusa.cloudfront.net/wp-content/uploads/2021/07/30214746/a-quiet-place-part-2-bigs-16.pdf