Dispute between Ford and GM over ‘Cruise’ brand could be resolved soon, lawyers suggest

Lawyers for General engines and Ford have told a federal judge that the companies will try to settle the dispute that has been raging between the automakers since mid-year, based on the discussion about the ‘Cruising’ brand to describe the “hands-free” driving mode (hands-free, in Portuguese).

The dispute started in July when Ford decided to name his driver assistance system ‘Blue Cruise’, a term that may have been violated General engines‘ trademark on ‘Cruising’, a subsidiary of GM focused on autonomous vehicles, in addition to the ‘Super’ cruise’ technology, a speaker function present in some models of the brand and implemented in 2017.

According to information from GM, both automakers are involved in “prolonged discussions” on this issue, but have not yet reached an agreement. Ford attorneys have asked for the lawsuit to be dropped because of the name’s “ubiquity” for 50 years, that is, a term consumers don’t associate with any brand.

Dispute between Ford and GM over ‘Cruise’ brand could be resolved soon, lawyers suggest 1
Cruise’s autonomous vehicle. (Photo: reproduction/Andrej Sokolow).

Continue, Ford has apparently asked the US Patent and Trademark Office – the US Patent Office – to terminate the agreement GMs property of the names ‘Cruising’ and ‘Great’ cruise’, however, the request has not yet received a response and will likely be rejected.

If no agreement is reached within the 60-day period, Ford and General engines must file a report on the collision to the courts.

Did you know about this dispute between? Ford and GM? What do you think of this legal clash between car manufacturers? Tell us, respond!

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