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Ford’s counterattack in a “cruise” dispute with GM By Reuters

© Reuters.

Joseph White

Detroit (Reuters)-Ford Motor Company (NYSE :) Co announced late Friday to request the U.S. Patent Office to revoke the trademarks “cruise” and “supercruise” acquired by rival General Motors Co (NYSE :). did. Brawl GM began by suing Ford for using “Blue Cruise” in its self-driving system.

The legal battle between the two Detroit automakers determines whether “cruise” is a collective term for technologies that allow a part of the driving task from a human driver to be taken over.

The clash is fierce competition between established automakers considered leaders in autonomous driving technology, competing with Silicon Valley rivals Tesla (NASDAQ :) Inc and Alphabet (NASDAQ :) Inc’s Waymo unit. Is emphasized.

On July 24, GM filed a federal proceeding in which Ford violated GM’s trademark, using the name “Blue Cruise” for a system that enables hands-free driving.

GM previously acquired the “Supercruise” trademark for its hands-free, partially automated driving technology. It also bears the trademark “Cruise,” the name of the Robotaxi unit in San Francisco.

Ford reiterated its position on Friday that GM’s proceedings were frivolous. Efforts to invalidate the GM trademark to use the word “cruise” take the battle to a new level.

“To protect ourselves, Ford has no choice but to ask the US Patent and Trademark Office to cancel both GM’s” Cruise “and” Supercruise “trademarks, which should not have been registered in the first place,” Ford said. Stated. “Many companies use the term” cruise “in connection with driving assistance technology. “

One example quoted by Ford is the “Predictive Cruise” sold by Mack Trucks. “Smart Cruise Control” sold by Hyundai Motor and auto cruise used by automobile supplier ZF Friedrichshafen AG.

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Ford’s counterattack in a “cruise” dispute with GM By Reuters Ford’s counterattack in a “cruise” dispute with GM By Reuters

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