- Mazda filed a trademark for Luce weeks after Ferrari revealed the name.
- Legal move could block Ferrari from using the name in some markets.
- Luce once belonged to Mazda’s large luxury sedan sold until the 1990s.
Ferrari hasn’t even launched its first electric car yet, and it’s already creating the wrong kind of sparks. The reason is that Mazda has quietly filed a trademark for the name Luce shortly after Ferrari announced it would use the same name.
Timing is everything in these situations, and this one looks suspiciously precise. Ferrari revealed the Luce name while teasing the interior of its upcoming electric model in February this year. Today, we found paperwork showing the company filed for a trademark on the name in Italy on February 9. Only a few weeks ago, on March 4, Mazda submitted a trademark application for the same name in Japan, as Australia’s Car Expert first reported.
Related: Ferrari Teases The Luce’s Exterior In The Shadiest Way Possible
That filing could complicate Ferrari’s plans, depending on how the trademark process plays out, and hardcore Mazda fans might have seen this coming. The Luce was once Mazda’s flagship sedan and lived a long life between the 1960s and early 1990s. In some markets, it was better known as the Mazda 929, but the Luce badge itself carries a bit of heritage within the brand.
Gone But Not Forgotten
Mazda even referenced the name when it unveiled the sleek Vision Coupe concept back in 2017. At the time, the company said the design paid tribute to the 1969 Luce Rotary Coupe. Of course, automakers file trademark renewals all the time just to keep old names protected.
That means Mazda might simply be guarding one of its historic badges rather than plotting a new luxury model. Still, the move arrives at an awkward moment for Ferrari.
The Italian brand is preparing to launch its first EV, and though we’ve only seen the interior so far, the design has already raised eyebrows. It was created by LoveFrom, the design studio founded by Sir Jony Ive and Marc Newson, better known for shaping Apple products than supercars, and cleverly integrates modern digital tech with classic Ferrari visual cues.
Forced Name Changes Do Happen
If Mazda successfully blocks the Luce name in certain markets, Ferrari may have to rethink its branding before the car even hits the road. It wouldn’t be the first time this happened. Alfa Romeo famously had to rename its Milano crossover shortly after launch because it wasn’t actually built in Italy. The car now goes by the name Junior.
Other disputes have popped up for decades whenever brands think two names sound too similar. But sometimes they’re handled amicably. Citroen, for instance, didn’t kick up a fuss when BMW wanted to use the XM name that had once graced its wedge-shaped executive sedan for the German company’s SUV flagship.
Maybe there’s a deal to be done, but if Ferrari suddenly starts brainstorming alternatives for its EV and pulls an embarrassing name switcheroo, you know why.
Supercar Performance
Ferrari teased some more of the Luce’s details this week ahead of a May debut, revealing that its four electric motors will get it to 62 mph (100 km/h) in 2.5 seconds and give a 193 mph (310 km/h) top speed. A big 122 kW battery delivers a claimed 329 miles (530 km) of range and can handle 350 kW chargers.
We’ve asked Ferrari about the Mazda trademark news, whether it’s in discussion with the Japanese automaker, and if it’s still confident it will be able to use the Luce name in all markets. We’ll let you know Maranello’s response if we hear back. In the meantime, what do you think Ferrari’s Plan B name should be?
Mazda