General Motors has filed to trademark Hyper Cruise in January 2021, GM Authority has uncovered.
Filed on January 13th, 2021 with the United States Trademark and Patent Office (USPTO), the application is assigned serial number 90463840 and lists “electronic speed and steering control system for facilitating the autonomous driving of a motor land vehicle, sold as an integral part thereof” as its goods and services category.
This filing represents the first time that GM has filed to trademark the Hyper Cruise name with the USPTO.
GM filed to trademark Ultra Cruise with the USPTO in September of 2018. For this reason, it was believed that Ultra Cruise would be the name given to a second semi-autonomous technology offering akin to Super Cruise, or perhaps a second-generation version of the system that would replace it outright. Based on this filing, it seems possible that GM could be moving away from the Ultra Cruise name in favor of Hyper Cruise.
It’s worth noting that the goods and services description for Super Cruise and Ultra Cruise differs from that of Hyper Cruise, however. Both Super Cruise and Ultra Cruise had the following goods and services description: “computer software, cameras, ultrasonic sensors, global positioning system and radar object detectors for the semi-autonomous driving of motor vehicles.” The Hyper Cruise description differs in multiple ways, but the most notable is the use of the term “autonomous” rather than “semi-autonomous.” This could be an indication that Hyper Cruise is different than both Super Cruise or Ultra Cruise and is more advanced.
Super Cruise is a hands-free driving assistant that enables semi-autonomous driving function on more than 200,000 miles of divided highways in the United States and Canada. GM has been quite public about the fact that it is working on at least one more advanced variation of Super Cruise, with the automaker’s vice president of global product development, Doug Parks, saying last year that the evolved version of the hands-free driving system would work on “neighborhoods, city streets and subdivisions,” in addition to divided highways.
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