EUIPO Denies GM Super Cruise Trademark Bid

The European Union Intellectual Property Office rejected General Motors’ application to register “Super Cruise” as a trademark for its hands-free driving assistance technology.

The office determined the mark is descriptive of the product’s features, lacking the distinctiveness required for protection. GM had sought the mark in connection with electronic controls and related vehicle systems.

The decision aligns with EU trademark rules that bar registration of signs that directly describe the kind, quality, or intended purpose of goods or services. GM’s filings in other jurisdictions for the same mark have drawn similar scrutiny in some cases.

The ruling affects GM’s branding strategy as it expands the technology internationally.

Sources: https://www.law360.com/intellectual-property-uk https://news.bloomberglaw.com/ip-law/court-mulls-use-of-schools-trademark-on-retro-style-clothing