Ferrari could be forced to rethink the name of its first electric vehicle (EV) before it even hits the market.
Documents unearthed by Daily Sparkz show Mazda has filed a trademark for the Luce name in Japan, just weeks after Italian supercar maker Ferrari announced Luce.
The move could prevent Ferrari from using the Luce name.
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Although out of 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 seen as 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 that it was a preview of a future Mazda 6, despite its unusually large proportions.
In February 2026, Ferrari revealed part of the interior of its upcoming electric car while also announcing the name Luce.
Nearly three weeks later, Mazda filed a trademark application for the Luce name in its home market, the move only being made public yesterday.
The Ferrari Luce’s interior marks a new direction for the Italian company, as it was designed by LoveFrom – a studio founded by Australian Marc Newson and iPhone designer Sir Jony Ive.
Many automakers rebrand old names just to prevent them from being used by other automakers. Therefore, Mazda’s move does not necessarily mean that the company is 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 the announcement.
In April 2024, Alfa Romeo had to rename its smallest SUV, originally presented as the Milano.
However, since the model is manufactured in Poland, Italian law prohibits placing labels on goods indicating that they come from Italy. This forced Alfa Romeo to rename it Junior.
Other examples of name changes by car manufacturers before a vehicle’s launch include the 2003 Fiat Panda, which was originally going to be called Gingo before Renault objected because it sounded too similar to the Twingo; and Volvo, which wanted 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 offered vehicles called Continental at the same time in the past, although they are closer to each other 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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