Ferrari thought it had found the perfect name to usher in the electric age. A simple, Italian, evocative name: Luce, meaning «light». But in Maranello, not everything went according to plan. In the space of a few weeks, an unexpected manufacturer disrupted plans... and potentially complicated the launch of the first electric Ferrari 100 %.
A strategic name... but poorly secured
When Ferrari began teasing its future electric model in early February 2026, the name Luce came to the fore. A choice far from insignificant: it symbolizes modernity, technology and a new era for the Italian brand.
On February 9, Ferrari registered the name in Italy, but also via international bodies such as WIPO and EUIPO. On paper, everything seemed secure: the brand could use the name in Europe and internationally for several years. But in the world of trademark law, everything depends on the territory. And this is precisely where Ferrari has left an opening.
Mazda appears... three weeks later
On March 4, 2026, some three weeks after Ferrari's first announcements, Mazda registered the Luce name in Japan. The timing was not insignificant.
Contrary to popular belief, registering a trademark worldwide does not guarantee total protection in every country. Local rights may take precedence. Result: in Japan, Mazda becomes the legal owner of the name.
In other words, Ferrari might just... not be able to use “Luce” in one of the world's most important automotive markets, its 3rd market to be exact.
A name that's already part of Mazda history
From Mazda's point of view, this choice is anything but improvised. The Luce name is part of the Japanese automaker's history. It designated a large sedan produced between the 1960s and 1990s, known in Europe as the Mazda 929. Mazda even brought the name back into the spotlight in 2017 with the Vision Coupe concept, a direct homage to the 1969 Luce Rotary Coupe.
By quickly registering the name after Ferrari's announcement, Mazda is securing a legacy... while seriously complicating the Italian manufacturer's task.
In the automotive industry, this kind of situation is well known. Before revealing a name, manufacturers generally take care to register it wherever they intend to use it.
Here, Ferrari seems to have acted in the wrong order: announce first, secure second. Three weeks will have been enough for Mazda to take advantage of this window. The Italian brand can defend itself by relying on its international registrations, but in practice, local jurisdictions take precedence. In practical terms, this means that a settlement will have to be reached... or that a Plan B will have to be considered.
To date, here is Ferrari's latest statement on the subject:
«Ferrari holds the right to use the «Ferrari Luce» trademark internationally, by virtue of its registration under international law. As always, Ferrari has conducted prior searches, which have revealed no existing third-party rights in conflict with our own.»
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