Ferrari’s highly anticipated first electric vehicle (EV) may face an unexpected branding hurdle. Just weeks after the Italian automaker announced it would name its upcoming EV “Luce,” Mazda quietly filed a trademark for the same name in Japan. This timing suggests a deliberate move that could complicate Ferrari’s plans before the car even launches.
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A History of Automotive Trademarks
The “Luce” name is not new to the automotive world. It was once Mazda’s flagship sedan, spanning from the 1960s to the early 1990s, and in some markets was also known as the Mazda 929. The brand has even referenced the name in recent designs, such as the 2017 Vision Coupe concept, which paid tribute to the 1969 Luce Rotary Coupe. While Mazda may simply be protecting a historic badge, the timing raises questions.
Ferrari’s EV Ambitions and Design Choices
Ferrari revealed the “Luce” name in February while previewing the interior of its new EV. The vehicle’s design, crafted by LoveFrom (the studio founded by Jony Ive and Marc Newson of Apple fame), blends modern tech with classic Ferrari aesthetics. This has already drawn some attention, with performance specs promising a 0-62 mph sprint in 2.5 seconds and a top speed of 193 mph, powered by four electric motors and a 122kW battery offering up to 329 miles of range.
Trademark Disputes: A Common Automotive Problem
Automakers regularly clash over similar-sounding names, sometimes resolving disputes amicably. Citroen, for example, didn’t protest when BMW used the “XM” name for its SUV, despite Citroen having previously used it for an older model. However, forced name changes do happen. Alfa Romeo had to rename its Milano crossover to Junior after it became clear the vehicle wouldn’t be built in Italy.
What’s Next for Ferrari?
If Mazda successfully blocks the “Luce” name in key markets, Ferrari may be forced to rebrand before launch. The automaker is currently preparing for a May debut and has been asked for comment on the trademark situation. The outcome remains uncertain, but Ferrari may need to brainstorm alternatives quickly if the dispute escalates.
The automotive industry has a long history of trademark battles, and this case underscores how brands must protect their intellectual property vigilantly. Whether Ferrari and Mazda can reach a compromise or if the Italian automaker will be forced to pick a new name remains to be seen.
