Ford Asks Trademark Office to Rescind GM's 'Cruise' Trademark
August 17, 2021—Ford filed on Friday evening a request with the U.S. Trademark Office to rescind GM's trademark registrations of "Cruise" and "Super Cruise."
The filing comes less than a month after General Motors filed a lawsuit against Ford for trademark infringement. GM claims Ford infringed its trademark of the word "Cruise" after Ford named its new hands-free driving system Blue Cruise, according to a report from the Detroit Free Press.
Ford spokesman Mike Lavine said in the report the company believes GM should have never received approval for its registration of the terms in the first place and wants both trademarks rescinded so "that (Ford) and the industry as a whole can freely use the word 'cruise' to safely describe their driver assist technologies."
Ford cited the use of the term "cruise" by OEMs such as Mack Trucks, RoboCars, Hyundai and BMW as evidence that the word "cruise" is common across the industry.