General Motors Not Happy With Ford’s Driver Assistance Technology Name, Reuters reports. Why? Because Ford’s technology BlueCruise is too similar to GM’s Super Cruise and Hyper Cruise, it’s own driver assistance technologies, and Cruise, are robo-taxi service subsidiary.
Both Ford’s BlueCruise and GM’s Super and Hyper Cruise systems are basic-level autonomous driving technologies that allow drivers to take their hands off the wheel while still being alert. These technologies are not fully self-driving, but they are what the SAE would call a level 2 technology, which allows the car to lift a little heavy while the driver relaxes – while still being alert, of course.
“While GM had hoped to resolve the trademark infringement issue with Ford amicably, we had no choice but to vigorously defend our brands and protect the assets our products and technology have earned over several years in the market.” GM said in its statement.
Ford has argued that GM and Cruise’s claim is “undeserved and frivolous” because: “NSRivers have understood what cruise control is for decades, every automaker offers it, and “cruise” is a common abbreviation for power.
In fact, Ford calls BlueCruise a kind of advanced cruise control, which isn’t entirely accurate, but it isn’t completely wrong either.
GM, on the other hand, has argued that automated driving is definitely not cruise control, so Ford can’t use the word “cruise” to describe it. Because GM was there first. GM claims Ford deliberately named its technology BlueCruise to create a sense of confusion between the brands and to take advantage of all the hard marketing work GM has done.
Ford still claims that other automakers have used the word “cruise” for decades to refer to a variety of other technologies and simple actions that people perform behind the wheel.
Ford announced BlueCruise in April 2021, which: will be available in the Mustang Mach E and F-150 later this year via wireless updates at a cost of $600 for three years of service.