Sharjah24 - Reuters: Ford Motor Co said late on Friday it will ask the U.S. Patent Office to rescind trademarks obtained by rival General Motors Co for the terms "Cruise" and "Super Cruise," escalating a brawl GM began by suing Ford over its use of "Blue Cruise" for an automated driving system.
The legal fight between the two Detroit automakers turns on whether "cruise" is a generic term for technology that allows the car to take over some share of driving tasks from a human motorist.
The clash underscores the intensity of competition among established automakers to be seen as leaders in automated driving technology, competitive with Silicon Valley rivals Tesla Inc, Alphabet Inc 's Waymo unit and others.
GM filed a federal suit against Ford on July 24, accusing Ford of violating GM trademarks by using the name "Blue Cruise" for a system that enables hands-free driving.
GM had previously trademarked "Super Cruise" for its hands-free, partially automated driving technology. It also has trademarked "Cruise," the name of its robo-taxi unit in San Francisco.
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