Shakespeare wrote in Romeo and Juliet: “What’s in a name?” Well, if it involves the word “Cruise,” there’s apparently a lot to the name. But also like Shakespeare quipped, the General Motors vs. Ford Motor Co. battle over Super Cruise vs. BlueCruise turns out to be much ado about nothing.
You’ll recall this summer Ford came out with its hands-free driving technology and called it “BlueCruise.” “Blue” for the Blue Oval logo and “Cruise” for taking cruise control to a new level. It seemed all well and good, until GM got upset and claimed infringement over the BlueCruise name and said it was too close in nomenclature to its already established similar technology called Super Cruise.
GM’s bone to pick with Ford seemed like splitting hairs. Nevertheless they got lawyers involved, and the epic battle of GM vs. Ford was once again a showdown between two cross-town rivals. But, just as soon as this gained some traction, it was settled.
According to a story in the Detroit Free Press, GM has resolved this issue with terms of the legal agreement not yet public. But, if the information from the Free Press story is accurate, the use of both BlueCruise and Super Cruise will continue.
Not even Shakespeare could spin much of a story off this. But, hey, it made for good lighthearted talk.
According to information provided by GM, the plan now is to make Super Cruise “temporarily unavailable” for the beginning of the production run. And until the microchip shortage can be resolved, the Escalade will not have this technology available.
That seems like a good compromise. Better to make the vehicle available than to hold it off altogether until the situation is resolved.
Whatever you name it, we are fans of this technology. Adaptive cruise control is a common term in the automotive industry. So, it never seemed like General Motors had much of a leg to stand on with the copyright infringement claim.
But hey, it’s fun sometimes when these two American automakers renew their rivalry. Until next time, this one is declared a draw — though GM did have the technology first.