GM’s driverless car company Cruise hires ad agency

However, Cruise isn’t alone within the race for driverless car supremacy, which has been a heated one. Cruise is competing with corporations together with Alphabet’s Waymo, Ford-and Volkswagen-back Argo AI, Amazon’s Zoox, and Hyundai Motor-affiliated Motional for large-scale commercialization of on-demand robotaxis over the following few years.

In July Cruise filed a trademark infringement lawsuit to cease Ford from utilizing the identify “BlueCruise” to market its hands-free driving expertise. Last month, Ford retaliated by submitting a request with the U.S. Patent and Trademark Office to have GM’s “Cruise” and “Super Cruise” logos rescinded. Ford additionally filed a movement to dismiss GM’s lawsuit, claiming that the time period “cruise” has been in “ubiquitous use” over the previous 50 years to confer with driver-assist options.

Ford intends to make its BlueCruise function accessible later this 12 months by means of a software program replace in a few of its present mannequin F-150 pickups and Ford Mustang Mach-E electrical SUVs.

Cruise, which has almost 2,000 workers, has introduced on some key executives from the airline business. In January the San Francisco-based company employed Gil West to be its chief working officer, following his retirement from Delta Air Lines the place he’d additionally served as COO and senior EVP. Also lately, Cruise introduced on Anthony Gregory, who had been with Southwest Airlines, and former Virgin Atlantic chief working officer Phil Maher to function VPs of market improvement and central operations.

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