Ferrari vs. Mazda: Who owns the "Luce" name?

Ferrari is set to launch its first electric vehicle, the Luce, Italian for “light” but the name is stirring controversy. Mazda, which first used the Luce name in 1966 for its high-end vehicle, recently trademarked it in Japan just weeks after Ferrari announced its EV.

Mazda first used the Luce name in 1966 on a series of large, high-end sedans and coupes that were produced until 1991, with some models exported as the Mazda 929. Mazda last referenced the name in 2017 with its Vision Coupe Concept, citing the 1969 Luce Rotary Coupé as inspiration.

Ferrari insists it holds international rights, having registered Ferrari Luce with the World Intellectual Property Organization (WIPO) in September 2025 and filed in the EU in February 2026. “Ferrari carried out prior searches, which did not identify any active third-party rights in conflict with ours,” the company said.

The dispute highlights a legal grey area: while Ferrari owns the trademark internationally, national laws ultimately decide IP rights. Mazda’s Japanese registration shows the name was still available locally. In the US, neither automaker has filed for the Luce trademark.

One likely outcome: Ferrari may use Luce globally but adopt a different name for the Japanese market. But with both sides unwilling to back down, a legal showdown is possible, reminiscent of Ferrari’s 2011 dispute with Ford over the F-150 name.

With the Ferrari Luce promising a Jony Ive-designed dashboard and the brand’s first EV performance, all eyes are on how this trademark battle will play out and whether the iconic Italian name will be able to use it.