Ferrari could also 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 corporate’s large premium sedan, higher known in Australia because the 929.
In 2017, Mazda unveiled its Vision Coupe concept – an extended, 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 on the time.
Nonetheless, many on the time assumed it was a preview of a future Mazda 6, despite its unusually large proportions.
In February 2026, Ferrari revealed a number of the interior of its forthcoming electric automotive, 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 inside of the Ferrari Luce marks a brand 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 stop their use by other automakers, so Mazda’s move doesn’t necessarily indicate it’s planning a brand new Luce.
Should Mazda successfully block Ferrari’s use of its old name, it would not be the primary time an automaker has had to alter 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 because the Milano.
Nonetheless, 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 because the Junior.
Other examples of automakers changing names before a vehicle’s launch include the 2003 Fiat Panda, which was purported to be called Gingo before Renault objected because it sounded too just like Twingo; and Volvo, which was going to call its first-generation S40 sedan the ‘S4’ until Audi objected.
Nonetheless, there are also other examples of vehicles from different brands selling models with the identical name. Bentley and Lincoln have each concurrently offered vehicles called the Continental up to now, while closer to home each BMW and GAC sell vehicles called the M8 Down Under, and Audi and MG each sell vehicles called the S5.
This Article First Appeared At www.carexpert.com.au
