Mazda Files for Luce Trademark Following Ferrari’s Announcement
Even before the official start of sales of its first electric car, Ferrari is already facing an unexpected legal hurdle. The Japanese automaker Mazda recently filed an application to register the trademark “Luce” — the very name the Italian brand chose for its future electric model.
The chronology of events looks very telling. Ferrari announced the name “Luce” in February of this year, along with a teaser of the new car’s interior. The company filed the official trademark application in Italy on February 9. Just a few weeks later, on March 4, Mazda filed its own application for the same name in Japan. Such a move could create serious difficulties for Ferrari, limiting its right to use the name “Luce” in certain markets.
Historical Roots of the Luce Name at Mazda
For Mazda, the name “Luce” is not accidental. It has deep historical significance for the brand.
Luce was Mazda’s flagship sedan, produced from the 1960s until the early 1990s. In some markets, the model was known as the Mazda 929. The brand even honored this heritage by presenting the Vision Coupe concept car in 2017, whose design, according to the company, paid tribute to the 1969 Luce Rotary Coupe model. Automakers often renew rights to old names simply to protect their history, so it’s possible Mazda is acting precisely for such reasons, rather than planning to launch a new model.
Potential Consequences for Ferrari
The situation has turned out extremely unfortunate for Ferrari, which is preparing to launch its first electric car. The interior design, developed by the LoveFrom studio of Apple design founder Jony Ive and Marc Newson, has already sparked lively discussion. If Mazda successfully blocks the name, Ferrari may need to change the branding even before sales start.
This is not the first case in the automotive industry. Alfa Romeo was recently forced to rename its Milano crossover shortly after its presentation because it was not produced in Italy. The model is now called Junior.
Similar disputes over names arise regularly. Sometimes they are resolved peacefully, as was the case when Citroen did not object to BMW’s use of the XM name for its flagship SUV, despite the fact that a sedan of the French brand was previously called that.
Technical Details of the Future Electric Ferrari
Despite the legal problems with the name, Ferrari continues to prepare the model for its debut in May. The company has revealed some technical specifications: four electric motors will accelerate the car to 100 km/h in 2.5 seconds, and the top speed will be 310 km/h. The 122 kWh battery is expected to provide a range of about 530 kilometers and will support fast charging with a power of up to 350 kW.
The question of whether Ferrari is negotiating with Mazda and whether it is confident in the possibility of using the Luce name worldwide remains open. The success of the Japanese brand in this legal battle could force the Italians to look for a “Plan B” for naming their historic first electric car. This situation clearly demonstrates how important not only the technical development of a new product is, but also thorough legal preparation, especially when it comes to international markets and car brands with a rich history. Such precedents often become a test of flexibility and readiness for dialogue even for the biggest players in the industry.