Mazda has taken steps that could prevent Ferrari from using the “Luce” name for its upcoming electric vehicle (EV). The Japanese automaker filed a trademark for the name in Japan just weeks after Ferrari announced it would use “Luce” for its first fully electric model, according to documents reviewed by CarExpert.
The Trademark Battle: Why It Matters
This move is significant because automakers often aggressively protect brand names, even those from the past. While Mazda discontinued the Luce line – a premium sedan also known as the 929 in Australia – in 1991, reviving the trademark now could effectively block Ferrari. This highlights how valuable names are in the auto industry, where identity and heritage play a key role.
Mazda’s History with ‘Luce’
The “Luce” name isn’t entirely dormant for Mazda. In 2017, the company showcased the Vision Coupe concept, which paid homage to the Luce lineage, specifically mentioning the 1969 Mazda Luce Rotary Coupe. This suggests Mazda has a continued interest in the name, even if not for immediate production plans.
Ferrari’s EV Gamble and the Timing
Ferrari revealed glimpses of its Luce EV interior in February 2026, setting the stage for a launch with a distinct design by LoveFrom, a studio founded by Marc Newson and Jony Ive. Mazda’s swift trademark filing just three weeks later raises questions: is this a deliberate effort to hinder Ferrari, or simply a routine trademark renewal to prevent others from using the name?
A Pattern in the Auto Industry
Automakers clashing over names isn’t uncommon. In 2024, Alfa Romeo was forced to rename its Milano SUV to Junior due to Italian law prohibiting misrepresentation of origin (it was built in Poland). Similarly, Renault blocked Fiat from using “Gingo” for a car in 2003 due to its similarity to “Twingo”, and Audi opposed Volvo’s early “S4” designation.
However, some automakers have coexisted with identical names: Bentley and Lincoln both had models called “Continental”, while BMW and GAC sell vehicles named the M8 in Australia, and Audi and MG both sell vehicles called the S5.
The Bottom Line
Mazda’s move could force Ferrari to reconsider its EV naming strategy. Whether this is a strategic block or simple trademark protection, it underscores the competitive nature of the auto industry, where even historical names can become battlegrounds for brand dominance.
The outcome will likely depend on legal challenges and Mazda’s intent, but one thing is clear: securing a name is as critical as securing performance in the race for automotive innovation.
