Timeless Titans Tangle Over Smart-Car Technology Brands

Two titans of the American automotive industry are locking horns over branding for automated driving technologies, underscoring the importance of brand clearance before marketing and selling a new product or technology.  GM and its subsidiaries Cruise LLC and GM Cruise Holdings LLC filed suit last week in the Northern District of California alleging federal trademark infringement, common law trademark infringement, and state and federal unfair competition claims over Ford’s use of the name BlueCruise.1

GM acquired self- and automated-driving technology company Cruise LLC in 2016.  GM and its subsidiaries own and use a variety of marks with a “cruise”

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