GM and Ford agree to use ‘BlueCruise’ name for hands-free driving

WASHINGTON, Oct. 4 (Reuters) – General Motors Co (GM.N) and Ford Motor Co (FN) have agreed to settle a legal battle over the latter’s use of the name “BlueCruise” to market its hands-free driving technology .

In an opinion filed in court on Friday evening, the two automakers said they were “in the process of settling all the claims and counterclaims at issue.” A judge agreed to dismiss the lawsuit on condition that the automakers finalize a settlement within 60 days. No details were disclosed.

A Ford spokesman said the regulations had not been finalized, but said the No. 2 US automaker “will continue to use the BlueCruise name, as we do today for the F-150 and the Mustang Mach-E and then for the 2022 “expedition.

GM said the two automakers “have resolved the matter and related proceedings amicably. At this time, we have no further comments.”

In July, GM and its Cruise robo-taxi subsidiary filed a lawsuit to prevent Ford from using the BlueCruise name. GM said in July that automakers had held “extended discussions” on the issue but failed to resolve it.

“Ford knew what he was doing,” GM said in the lawsuit. “Ford’s decision to change brands using a base brand used by GM and Cruise will inevitably create confusion.”

GM announced in 2012 that it would use the name Super Cruise for its hands-free driver assistance technology, and has been marketing the technology under that name since 2017.

Ford has previously called the lawsuit, filed in federal court in California, “baseless and frivolous,” saying “drivers have for decades understood what cruise control is, every automaker has come up with it, and” cruise “is a common shortcut for ability.”

Automakers are rushing to deploy the technology to allow drivers to take their hands off the wheel in traffic jams or on highways. So-called advanced driver assistance systems, such as Tesla Inc’s semi-automatic autopilot technology (TSLA.O), are not meant to allow drivers to completely disengage from driving for long periods of time.

Automakers have used the word “cruise” for decades to describe systems that allow drivers to set a speed the car will maintain, typically on the highway.

The Cruise autonomous vehicle unit, majority owned by GM, has been in operation since 2013.

Ford announced that it would use the BlueCruise name for its hands-free driving technology in April of this year. Read more

Reporting by David Shepardson; Editing by Dan Grebler

Our Standards: The Thomson Reuters Trust Principles.

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