Ford and GM recently made headlines due to a rift over a commonplace term: Cruise.
A lawsuit filed on behalf of GM claims Fordβs new driver assist program was named βBlueCruiseβ in a deliberate attempt to confuse buyers.
GM says the name is a ripoff of its βSuper Cruiseβ hands-free technology.
Several weeks since the two companies publicly sparred, thereβs been a development suggesting Ford is ratcheting up the fight.
According to a report in the Detroit Free Press, Ford has filed a request with the US Trademark & Patent office, asking them to rescind some trademarks owned by GM.
At issue are GMβs registrations for βCruiseβ and βSuper Cruise,β terms Ford argues should never have been trademarked.
Ford says rescinding the trademarks allows the industry to βfreely use the word 'cruise' to safely describe their driver assist technologies."
GM responded by saying it "remains committed to vigorously defending our brands and protecting the equity our products and technology have earned over several years in the market.β