Mazda files trademark that may prevent Ferrari from using the name ‘Luce’ for its upcoming EV in Japan

According to a report by CarExpert, Mazda could block Ferrari from using the name ‘Luce’ for its first electric vehicle (EV) in Japan. As highlighted by the Australian publication, Mazda had filed to trademark ‘Luce’ in Japan in March, just a few weeks after Ferrari revealed the name and early details of its upcoming in EV in February.

Mazda fans will know that Mazda previously sold a sedan called the Luce (also known as the 929 in export markets) for decades between 1966 and 1991. In 2017, the Japanese brand revealed the beautiful Vision Coupe Concept and specifically mentioned the Mazda Luce Rotary (also known as the R130) and R360 as sources of inspiration. The name ‘Luce’ translates to ‘light’ in Italian.

While the Luce has been out of production for a long time and there’s no indication that Mazda plans to revive it for a new model, the company still has the right to lay claim to the name, hence the trademark. The move isn’t sheer pettiness but a business decision to protect its trademark to the name, although this (potential) dispute will very likely be limited to the Japanese market.

Having to come up with a new name due to trademarks isn’t new to automakers. The Fiat Panda was supposed to be called the Gingo before Renault objected as it sounded too similar to its Twingo, while Volvo decided not to use S4 for the first-generation S40 because Audi made noise.

On the other hand, some brands are okay with others using the same name, like Bentley and Lincoln both selling cars that have ‘Continental’ in their name. BWM and GAC both sell cars called the ‘M8’, while Audi and MG have vehicles called the ‘S5’.

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