Ferrari’s debut electric car, dubbed ‘Luce’, may lose its name after Mazda filed a trademark in Japan. Stay tuned for the outcome.
Ferrari has unveiled the name of its first all‑electric vehicle – ‘Luce’. Yet, just weeks after the announcement, Japanese automaker Mazda submitted a trademark application for the same name in Japan, raising the specter of a naming showdown.
Why ‘Luce’ Matters to Ferrari
In February 2026, Ferrari revealed a glimpse of the interior of its upcoming EV, emphasizing a fresh design language crafted by the renowned studio LoveFrom, founded by Marc Newson and former Apple chief designer Jony Ive. The name ‘Luce’, meaning “light” in Italian, was chosen to reflect the vehicle’s luminous, forward‑thinking ethos.
Mazda’s Unexpected Trademark Filing
Only three weeks later, Mazda filed a trademark request for “Luce” with the Japanese Patent Office. Historically, ‘Luce’ was used for a flagship large sedan sold domestically in Japan until 1991 (known internationally as the Mazda 929). Mazda revived the name in concept form with the 2017 Mazda Vision Coupe, a futuristic sedan that paid homage to the original 1969 Luce Rotary Coupe.
Potential Consequences for Ferrari
If Mazda’s application succeeds, Ferrari could be forced to rebrand its debut electric model. Automotive history is littered with similar cases: Alfa Romeo renamed its Milano SUV to “Junior” in 2024 due to Italian naming regulations; Fiat abandoned the “Gingo” name for a new Panda after Renault’s objection; Volvo switched from “S4” to “S40” following Audi’s protest.
Is Mazda Planning a New ‘Luce’?
Registering historic model names is a common defensive tactic in the industry, aimed at preventing competitors from using them. Whether Mazda intends to resurrect the Luce badge for a future model or simply safeguard its legacy remains unclear.
What’s Next?
Both companies have yet to comment publicly. Automotive enthusiasts and investors will be watching closely to see if Ferrari will retain the “Luce” moniker or adopt a new identity before the vehicle’s official launch later this year.
Key Takeaways
- Ferrari’s first EV is currently named “Luce”.
- Mazda filed a Japanese trademark for the same name shortly after Ferrari’s announcement.
- A successful Mazda claim could compel Ferrari to rename its flagship electric model.
- Similar naming disputes have reshaped model identities in the past.
Stay tuned for updates as the trademark battle unfolds and the automotive world awaits the final naming decision.