Ford Motor Co. and General Motors will attempt to settle a trademark fight over the branding of their hands-free driving technology out of court.
Lawyers for the companies told a San Francisco federal judge that they are continuing to work out terms of the settlement and will report back to court within 60 days if an accord isn’t reached.
The tit-for-tat legal skirmish began in July when GM sued Ford for violating its trademarked driver-assist technology. It said it was taking action to protect its “Super-Cruise” brand and “Cruise,” the name of its self-driving affiliate Cruise LLC, after Ford in April renamed its Co-Pilot360 automated driving system as “BlueCruise.”
Ford fired back, asking the U.S. Patent and Trademark Office to strip GM of the two trademarks. It argued the whole industry should be able to freely use the word ‘cruise’ to describe driver-assist technologies. The agency doesn’t typically register words and phrases that are commonly used.