Ford Counterattacks In 'Cruise' Dispute With GM

Ford Motor Co. said late on Friday it will ask the US Patent Office to rescind trademarks obtained by rival General Motors Co. for the terms "Cruise" and "Super Cruise," escalating a brawl GM began by suing Ford over its use of "Blue Cruise" for an automated driving system, Joseph White reported for Reuters.

Photo Insert: The legal tussle comes as President Joe Biden makes a big push for more support American businesses.

The legal fight between the two Detroit automakers turns on whether "cruise" is a generic term for technology that allows the car to take over some share of driving tasks from a human motorist.

The clash underscores the intensity of competition among established automakers to be seen as leaders in automated driving technology, competitive with Silicon Valley rivals Tesla Inc., Alphabet Inc.'s Waymo unit, and others.

GM filed a federal suit against Ford on July 2, accusing Ford of violating GM trademarks by using the name "Blue Cruise" for a system that enables hands-free driving.

GM had previously trademarked "Super Cruise" for its hands-free, partially automated driving technology. It also has trademarked "Cruise," the name of its robo-taxi unit in San Francisco.

Ford reiterated on Friday its position that GM's suit is frivolous. The effort to nullify GM's trademarks for the use of the word "cruise" takes the fight to a new level.

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