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.
Comments
Stupid name, cruise is there entry level car.
No. ‘Cruise’ is their recently trademarked autonomous driving technology. ‘Cruze’ is Chevrolet’s compact offering.
Oh sorry way off…
..and you used “there” when you should have used “their”
Bolt/Volt/Cruze/Cruise…
wonder if anyone raises their hand and says, “um … Isn’t that confusing?”
Bolt EV/Volt PHEV – Yes I think A LOT of people probably raised their hands. I certainly did.
Is it too hard to called it Cruise Auto Drive or CAD as a short acronym for example? Interesting to see how “Cruise” will jive with the audience. Does not sound very fancy but short and simple or short and misleading depending on someone not familiar with the technology.
I think CAD is already an industry term for Computer Aided Design … But ya, it sounds better …