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General Motors Files Trademark Application For ‘SUPERCRUISE’

General Motors has filed an application to register SUPERCRUISE as a trademark with the United States Patent and Trademark Office (USPTO), GM Authority has discovered.

The automaker’s June 20th, 2016 application is assigned serial number 87077170 and specifies that the mark will be used to name “Computer software, cameras, ultrasonic sensors, global positioning system and radar object detectors for the semi-autonomous driving of motor vehicles.”

General Motors SuperCruise trademark application USPTO

The GM Authority Take

General Motors has been referring to its yet-unlaunched autonomous driving system as SuperCruise since at least 2013, so it’s not surprising that the automaker would file an application to register the name as a trademark.

What the filing likely suggests is that The General is getting closer to launching the autonomous driving tech, which has been pushed back to 2017. And this has us wondering what GM’s Cruise trademark application is for, which the automaker filed in April.

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Comments

  1. Expect it to debut it on the CT6 this fall.

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  2. It make no sense at all to call it CRUISE when that would make one think of regular cruise control. Now SuperCruise sounds like what it will probley end up being, a autonomous cruise control system.

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    1. Supercruise really is an aviation term like autopilot which is where GM probably got the idea from…

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  3. Supercruise is highway only and cannot change lanes or handle off/on ramps…Perhaps eventually supercruise will trickle down to more GM brands and a more advanced UltraCruise will provide more autonomous on either Cadillac or upper tier GM vehicles…

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