Ferrari Luce naming row
Ferrari says it will press ahead with the new all‑electric 'Luce' despite Mazda filing a trademark in Japan — Ferrari claims international rights under its registrations. (paultan.org) Ferrari also signalled a design pivot back to physical buttons to improve driving usability as it moves into EVs. (techstory.in)
Ferrari publicly revealed the Luce name and interior on February 9, 2026 and filed a trademark in Italy the same day, according to the company’s announcement. (ferrari.com) Australian outlet CarExpert reports Mazda submitted a trademark application for “Luce” to the Japan Patent Office in early March 2026 — the paperwork was flagged publicly around March 4–6. (carexpert.com.au) Ferrari told CarExpert it “holds the right to use the ‘Ferrari Luce’ trademark internationally, by virtue of its registration under international law,” and said prior clearance searches did not reveal active conflicting claims. (carscoops.com) Under Japanese trademark rules, a registered mark grants exclusive rights in Japan but can be challenged and cancelled for non‑use if it hasn’t been used in the territory for three consecutive years. (jpaa.or.jp) Mazda’s Luce is an established name in its catalogue: the Luce was produced by Mazda from 1966 until 1991 and was exported in some markets as the 929. (mazda.com) Ferrari is planning a full exterior reveal for the Luce in May 2026, with the marque confirming a May 25 event as part of a 2026 product rollout that includes five new models. (uk.marketscreener.com) Because trademark protection is territorial, Mazda’s early‑March filing or registration in Japan could block Ferrari from using the Luce name in Japan even if Ferrari maintains international registrations elsewhere, setting up a jurisdiction‑by‑jurisdiction dispute to be resolved by the JPO or through opposition/cancellation proceedings. (tmcr-ip.com)
