GM has filed to trademark the term “DYNACRUISE” in the United States, GM Authority has learned.
Filed on February 29th, 2020 with the United States Patent and Trademark Office (USPTO), the application is assigned serial number 88803548 and states that the mark will be used in conjunction with the following goods and services categories:
- Non-downloadable vehicle integration software, namely, computer software to process voice commands and create audio responses to voice commands; computer software that enables hands-free use of a mobile phone through voice commands; computer software that enables communication between vehicles and connected devices
- Communication and telecommunication services, namely, electronic transmission and retrieval of data, images, audio, video and documents, including text, messages, and electronic mail, over local or global communications networks, including the internet, intranets, extranets, mobile communication, cellular and satellite networks
The GM Authority Take
It’s often the case that GM GM trademark filings are fairly straight forward when it comes to understanding their purpose. But this one is not one of them.
For starters, the actual word, DYNACRUISE, is highly reminiscent of Super Cruise – GM’s hands-free driving system. DynaCruise is also similar to Ultra Cruise, which is believed to be a more advanced version of Super Cruise currently in the works. In that regard, DynaCruise (or DYNACRUISE) would fit right in with both GM autonomous driving system brands.
GM Super Cruise hands-free driving system in 2021 Cadillac Escalade
However, the goods and services categorization for the DYNACRUISE application pretty much excludes it from being an autonomous driving technology, since the descriptions are more related to telecommunications. As such, this application has us stumped as it relates to what future General Motors product or service it foreshadows.
From here, this new GM trademark application will be assigned to an examining attorney approximately 3 months after filing date, after which it will pass through the regular trademark registration process, which can last several years.
We’ll continue following this story, so be sure to subscribe to GM Authority for more GM trademark news, GM rumor coverage as well as around-the-clock GM news coverage.
Comments
Back in the day, GM sometimes had different branding for essentially the same technology among its various brands. The “Dyna” prefix was used by the Buick brand. For instance, in the 1950s, a Buick automatic transmission was called a Dynaflow transmission while the automatic transmission that went into Oldsmobiles was a Hydra-Matic and Chevrolet called their automatic the Powerglide. Thus, it would make sense that SuperCruise will be the branding at Cadillac but DynaCruise will be the term used for the same tech over at Buick. However, the patent says “telecommunications” so, as has been pointed out, that thinking doesn’t exactly make sense.
Still, the “Dyna” term is strongly associated with Buick as they’ve also said their cars had Dynaride in the past so I think it unlikely GM would use DynaCruise in a Cadillac or any other GM brand and DynaCruise makes no sense for hands-free technology which is now ubiquitous and wouldn’t seem to need branding at this point. The only thing that makes sense for that name is a Buick version of SuperCruise.
They were 3 SIGNIFICANTLY different transmissions BTW, a Dynaflow a Hydramatic and and Powerglide just aren’t the same automatic with a different name if thats what you were thinking.
Especially Powerglides. It could be said that Dynaflow was a predecessor to the Hydra-Matic, but they are still quite different. The Powerglide is an entirely different animal.
No, I know they were three different transmissions but the point was that the Buick automatic transmission was branded as Dynaflow and Buick later marketed their cars as having Dynaride so based on that history, any future feature to be branded with “Dyna” would logically be a Buick-only proposition. It would also make sense that the second component of the word, “Cruise” would imply an autonomous driving system. Therefore DynaCruise would logically be a Buick-branded version of Cadillac’s Super Cruise. Obviously though, the patent doesn’t seem to support that thinking.
Thanks for the history lesson. Coming from an AG background, I initially though about different Massey Ferguson transmissions which are branded as Dyna-6 / Dyna-VT. It was interesting to read how the “Dyna” prefix has been used by GM products in the past.
My best guess would be some sort of content delivery to your infotainment screen that you can browse while ultra cruise is engaged. Obviously for that to be possible ultra cruise would have to not require the driver to be paying attention like the current super cruise, not sure if that’s the plan or not.
what about astroglide? that has a nice ring to it.
Sounds too Chevy like, as for Dynacruise sounds like a Buick version of Supercruise
Not sure if you’re being being coy here or not, but Astroglide is a personal lubricant found in any drugstore.
“Filed on February 29, 2020…”
Today is Febeuary 26, 2020.
….just sayin.
General Motors CEO Mary Barra likes to talk big about bringing autonomous driving and developing concepts without steering wheels; but most of this has been just hype as while other car brands have been integrating new autonomous technology into their vehicles, General Motors has been lagging behind despite spending a ton of money each year in developing the technology via their Cruise vehicles.
It’s time for Mary Barra to put up or shut up because it’s becoming embarrassing just like the promise of new electric vehicles which have gone no where.
I’m following jonny lieberman on instagram and his assessment after driving a Cadillac with Super Cruise is that it blows Tesla’s Autopilot away.
“Dynacruise”
Sounds like something Harley Davidson would make.