General Motors’ “Super Cruise” features semi-automated driver assistance technology that allows a driver to employ hands-free driving while all on the highway. General Motors recently brought suit against Ford, alleging that Ford’s “BlueCruise” name – a hands free highway driving system – was too similar to that of GM’s Super Cruise trademark. The lawsuit was filed in the Northern District of California, and claims that Ford’s decision to use BlueCruise will inevitably cause confusion and a false association between the two companies. A Ford spokesperson has called the claim “meritless,” and asserts that the term “cruise” is a common and well known term in the industry. For its part, GM is seeking monetary damages and an injunction pertaining to the “BlueCruise” mark, and claims that because attempts to resolve the dispute amicably were unsuccessful, GM was left with no option but to protect its brand.
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