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.”
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.