Ford asks U.S. trademark office to rescind GM’s trademark on ‘Cruise’

The battle over the word “cruise” just got uglier between two Detroit automakers.

Less than a month after General Motors sued Ford Motor Co. for trademark infringement over the name of Ford’s new hands-free driving technology called BlueCruise, Ford wants GM’s trademark rights to “Cruise” and “Super Cruise” rescinded, said Ford spokesman Mike Levine.

Cruise is the name of GM’s subsidiary developing autonomous cars. Super Cruise is GM’s hands-free technology.

On Friday evening, Ford was to file a request with the U.S. Patent and Trademark Office asking it to rescind both of GM’s “Cruise” and “Super Cruise” trademark registrations.

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