Mazda Moves to Block Ferrari from Using 'Luce' Name in Japan

The Japanese automaker has filed a trademark for the 'Luce' name, potentially preventing Ferrari from using it for its upcoming electric model.

Mar. 13, 2026 at 7:32pm

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Ferrari's upcoming electric vehicle is set to be named 'Luce', which translates to 'light' in Italian. However, Mazda has recently filed a trademark for the 'Luce' name in Japan, potentially blocking Ferrari from using the name in the Japanese market. Mazda has a history of using the 'Luce' name for its own models, including a rotary-powered coupe in the 1960s, and the company's move appears to be a territorial business decision to protect its own branding.

Why it matters

This trademark dispute highlights the complexities and challenges automakers face when introducing new models, especially when it comes to naming conventions. The outcome of this case could set a precedent for how companies handle potential conflicts over shared names, particularly in global markets.

The details

Ferrari's first battery-electric model is set to be named 'Luce', but Mazda has now filed a trademark for the name in Japan, just weeks after Ferrari's announcement. Mazda has a history of using the 'Luce' name for its own models, including a rotary-powered coupe in 1969 that inspired the company's 2017 Vision Coupe concept. While there's no indication Mazda plans to reveal a new 'Luce' model, the trademark filing appears to be a strategic move to protect its branding in the Japanese market.

  • Mazda filed the 'Luce' trademark in Japan just weeks after Ferrari announced its upcoming electric model would be named 'Luce'.
  • Mazda used the 'Luce' name for Japanese-market versions of its 929 line for decades.

The players

Mazda

A Japanese automaker that has used the 'Luce' name for its own models in the past, including a rotary-powered coupe in 1969.

Ferrari

An Italian automaker that has announced its upcoming electric model will be named 'Luce', which translates to 'light' in Italian.

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What they’re saying

“There's no indication so far that Mazda plans to reveal a new Luce model. Instead, Mazda's trademark reads as a territorial business decision, one that may create a headache for Ferrari.”

— Emmet White, Associate Editor (roadandtrack.com)

What’s next

The trademark dispute will likely be limited to the Japanese market, so North American consumers should still expect Ferrari's first EV to arrive as the Luce. However, it remains to be seen if Ferrari and Mazda will need to settle this issue in court.

The takeaway

This case highlights the complexities automakers face when introducing new models, particularly when it comes to naming conventions that may overlap with existing brands. The outcome could set a precedent for how companies handle potential conflicts over shared names in global markets.