GM Trademarks Hyper Cruise As Ford Resurrects The Thunderbird Name!

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K. Rawat

Automotive Journalist

January 21, 2021 at 11:56 AM

GM is expected to go all-out with its self-driving programs and Hyper Cruise comes out as a big proof of the company’s intentions. Ford has also filed an application for the legendary Thunderbird name that we see as a possible full-size electric SUV like the Mustang Mach-e.

General Motors has now filed to trademark "Hyper Cruise". Registered on January 13th, 2021 with the United States Trademark and Patent Office (USPTO), the request form is assigned a number 90463840 and lists "electronics speed and steering system for easing the autonomous driving of the vehicle, sold as an essential part " because its services and goods category.

General Motors has walked carefully with the rollout of its semi-autonomous program named Super Cruise. So Far, GM's just made it available on the latest Cadillac CT6, but the automaker is expected to expand it outside Cadillac after 2020 to its U.S. brands. The technology is expected to finally make its way into the all-new Cadillac Escalade, as well as the high-volume Chevrolet Silverado 1500 and GMC Sierra 1500 pickup trucks. 

The announcement came from GM’s product chief, Mark Reuss, and it’s the first time the automaker has given a timeframe to grow the system beyond Cadillac. “These announcements demonstrate both our intention to lead in technical innovation, and Cadillac’s place at the tip of the corporate spear when it comes to rolling out that innovation,” Reuss said.

GM Registered the Ultra Cruise with the USPTO in September of 2018. Thus, it had been believed that Ultra Cruise is the name given to some semi-autonomous technology that provides comparable to Super Cruise,'' or a second-generation variant of Super Cruise that could replace it. Following the above-given filing, it appears that GM might be moving off from the “Ultra Cruise'' name in favor of “Hyper Cruise” which can be a Level 3 autonomous software.

Level 3 is deemed as a major leap from Level 2, as it requires high levels of artificial intelligence, and Hyper Cruise could be one of the first systems to do it. Ford’s new Active Drive Assist falls under the Level 2 category. These are capable of taking over human input within a set structure, but the driver must actively monitor the system and the road ahead in the event that they need to abruptly take over.

A camera (GM Supercruise Level 2 autonomous driving) on the steering is super unnerving--who likes the thought of being watched at all times. However, it makes it difficult to strip away your eyes from the street, unlike Tesla's Autopilot, which otherwise gives drivers a lot of liberty to exploit the machine. (Teslas under evaluation for all crashes involving cars Autopilot).

GM is all set to unveil the 2022 Bolt EUV, Cadillac Lyriq and Celestiq soon that will come equipped with the Smart Cruise technology onboard.

And if this gets you excited, then you would be even more excited once we tell you that Ford Motor Company is thinking of bringing back another legendary car name. Ford has also filed an application for the Thunderbird name at the USPTO. 

Going purely by Ford’s naming strategy, we expect Ford to place this name on an upcoming all-electric SUV that would be bigger than the Mustang Mach-e

Well, Ford used the Mustang name on an SUV and it won’t be surprising to see Ford use the name of another legendary sports car as a name of an SUV. Ford has already had some legendary brand names coming alive in the form of the Bronco and the GT and it would be very interesting to see what Ford does with the Thunderbird name.

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