In one of its latest press releases, General Motors criticized its competitor Ford for using the term “BlueCruise”. According to General Motors, this name comes too close to its “Cruise” and “Super Cruise” features. Faced with Ford’s lack of reaction, General Motors decided to initiate legal proceedings to settle these disputes.

The press release written by the group states: “While GM hoped to resolve the trademark infringement issue with Ford amicably, we had no choice but to vigorously defend our brands.” For the moment, the two American automakers say they have discussed the matter at length, but no solution has yet been found.

Ford does not understand what is being criticized

Ford, for its part, considers General Motors’ lawsuits unfounded and responds in a statement: “For decades, drivers have understood what cruise control is, every automaker has come up with it, and the word ‘cruise’ is a common shorthand for this ability. This is why BlueCruise was chosen as the name for the next evolution of Blue Oval, Ford’s intelligent adaptive cruise control. ”

For a few years now, most car manufacturers around the world have sought to turn to autonomous driving, or at least increasingly assisted. Today, no manufacturer makes available to the general public a vehicle that allows us to completely let our hands behind the wheel, not even Tesla and its so-called Autopilot. Inevitably, General Motors and Ford, who are eternal competitors, are trying by all means to gain the advantage in this frantic race, until they play on words.

Cruise control is also part of this quest for complete autonomy, and since 2012 General Motors has used the term “Super Cruise” to describe its hands-free driving technology. Although “Super Cruise” has only been on the market since 2017, GM believes the “BlueCruise” technology presented by Ford is too similar.