GM, Ford agrees to resolve battle over use of ‘BlueCruise’

Key Points:

·         GM had filed a lawsuit against Ford for using “BlueCruise” for its hands-free driving technology.

·         Automakers have 60 days to reach a settlement.

General Motors Co and Ford Motor Co have decided to resolve the legal battle over the use of the name “BlueCruise” by Ford for its hands-free driving technology.

The automakers said in a notice filed in court on Friday that they are in the "process of settling all claims and counterclaims at issue."

A judge has agreed to dismiss the case on the condition that the companies reach a settlement within 60 days.

A Ford spokesman said the settlement has not been finalized but Ford will "continue to use the BlueCruise name, as we do today for F-150 and Mustang Mach-E and next for the 2022 Expedition."

GM said that the automakers "have resolved the case and related proceedings amicably. At this time, we have no further comment."

The Lawsuit

GM filed a lawsuit against Ford in July for using the name BlueCruise for its hands-free driving technology as it argued that it has been using similar name for its technology.

GM said in the lawsuit, "Ford's decision to rebrand by using a core mark used by GM and Cruise will inevitably cause confusion."

In 2012, GM had announced to use “Super Cruise” for its hands-free driver assistance technology and has been using it since 2017.

Ford opposed the allegation saying "drivers for decades have understood what cruise control is, every automaker offers it, and 'cruise' is common shorthand for the capability."

Ford announced to use BlueCruise for its hands-free driving technology in April this year.

(With inputs from Reuters)

Picture Credits: Reuters