Mazda moves to block Ferrari with trademark filing

Ferrari may be forced to reconsider the name of its first electric vehicle (EV) before it has even launched.

Documents unearthed by CarExpert show Mazda has filed a trademark for the Luce name in Japan, just weeks after the Ferrari Luce was announced by the Italian supercar maker.

The move could block Ferrari from using the Luce name.

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While it hasn’t been in production since 1991, the Mazda Luce was the name of the company’s large premium sedan, better known in Australia as the 929.

In 2017, Mazda unveiled its Vision Coupe concept – a long, swept-back sedan – which was said to be a “respectful nod to its heritage,” with the 1969 Mazda Luce Rotary Coupe specifically mentioned by the brand at the time.

However, many at the time assumed it was a preview of a future Mazda 6, despite its unusually large proportions.

In February 2026, Ferrari revealed some of the interior of its forthcoming electric car, while also announcing the Luce name.

Barely three weeks later, Mazda submitted a trademark application for the Luce name in its home market, with the move only published yesterday.

The interior of the Ferrari Luce marks a new direction for the Italian company, having been designed by the firm LoveFrom – a studio founded by Australian Marc Newson and iPhone designer Sir Jony Ive.

Many automakers renew trademarks for old names simply to prevent their use by other automakers, so Mazda's move doesn't necessarily indicate it's planning a new Luce.

Should Mazda successfully block Ferrari's use of its old name, it wouldn't be the first time an automaker has had to change the name of a vehicle shortly after announcing it.

In April 2024, Alfa Romeo was forced to rename its smallest SUV, which was originally unveiled as the Milano.

However, with the model being manufactured in Poland, Italian law forbids goods from having labels that suggest they originated in Italy. This forced Alfa Romeo to rename it as the Junior.

Other examples of automakers changing names before a vehicle's launch include the 2003 Fiat Panda, which was supposed to be called Gingo before Renault objected as it sounded too similar to Twingo; and Volvo, which was going to call its first-generation S40 sedan the 'S4' until Audi objected.

However, there are also other examples of vehicles from different brands selling models with the same name. Bentley and Lincoln have both concurrently offered vehicles called the Continental in the past, while closer to home both BMW and GAC sell vehicles called the M8 Down Under, and Audi and MG both sell vehicles called the S5.

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