General Motors has filed an application to register Cruise as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.
The automaker’s April 22nd, 2016 application is assigned serial number 87010961 and specifies that the mark will be used to name “Computer software for the autonomous driving of motor vehicles”.
The GM Authority Take
It looks like The General is planning on calling its autonomous vehicle technologies “Cruise”. Though it does sound better than “autonomous driving technology”, we can see some confusing the tech with the bare-bones cruise control found in all GM vehicles on sale today.
It’s also worth noting that GM initially referred to its autonomous driving technologies Super Cruise. The technology was slated to have been launched in the 2016 Cadillac CT6, but appear to have been pushed back as of this writing.
So, what are your thoughts on the name? Talk to us in the comments.