By on August 17, 2021

Last month, General Motors filed a trademark infringement lawsuit against Ford’s use of the term BlueCruise for its SAE Level 2 advanced driving assistance suite. GM has argued the phrase is too close to its own SuperCruise system and wants Blue Oval to ditch the name for something else. Ford recently filed a motion asking the US District Court in San Francisco to throw out the case, as it believes the term cruise is common enough to qualify as ubiquitous.

This is the industrial equivalent of two of your friends screeching at each other because one of them wanted to name their youngest son Landon while the other already named their kid Langston. Though the manufacturer’s feud may be dumber because it’s not exactly like we’ve recently started affixing the word cruise to the systems found inside automobiles. (Read More…)

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