Ferrari Asserts Global Claim to ‘Luce’ After Mazda Files Japan Trademark
The dispute will likely be settled under Japanese trademark rules with any restriction limited to that market.
Overview
- Mazda applied to register the Luce name in Japan in early March 2026, weeks after Ferrari publicly named its first EV Luce in February.
- Ferrari says it holds international rights to use “Ferrari Luce” and reports WIPO registration from September 12, 2025, with an EU filing dated February 9, 2026, while no USPTO applications are listed.
- Mazda last sold a Luce-badged model in 1991 and cited the 1969 Luce Rotary Coupé as design inspiration in 2017, underscoring its historical claim.
- Under Japanese law, cancellation for non-use requires a Japan Patent Office trial, so any decision on the Luce name in Japan will hinge on administrative proceedings.
- Both companies signal they will defend their positions, and reporting suggests Ferrari may have referenced the Luce name in documents as early as May 2025.