General Motors’ newest journey in autonomous driving took him to the courthouse. Late Friday, the $ 80 billion automaker filed a lawsuit accusing Ford Motor (FN) of trademark infringement after the latter renamed its new driver help expertise BlueCruise.
The issue? GM has the same system, in operation since 2017, dubbed Tremendous Cruise, whereas its $ 30 billion autonomous driving division is known as GM Cruise.
The phrase is in fact a part of a generic business time period synonymous for a long time with the beginnings of autonomous driving – “cruise control”.
Granted, Tremendous Cruise and Ford’s new options transcend easy velocity management, permitting automobiles to take care of and alter lanes and speeds. However with GM’s personal branding that hints on the earlier moniker, exclusivity might be elusive.