Ford BlueCruise. Ford General Motors sued Ford for trademark infringement over its "BlueCruise" self-driving tech. "Ford knew exactly what it was doing" when it used a brand name similar to GM's "Cruise," GM said. Ford said the term "cruise control" has been widely used for decades, Reuters reported. See more stories on Insider's business page. General Motors on Friday filed a lawsuit against Ford over the branding of its "BlueCruise" hands-free driving tech.Ford's April announcement of its BlueCruise tech amounted to a "brazen attempt" to co-opt GM's branding, the complaint said.