Ferrari's first EV was initially supposed to be called the Elettrica, but the company did an about-face when it revealed the interior design of its electric sports car. Now known as the Luce, the car's name probably didn't ring too many bells for most of the company's fans, but Mazda once used that name on a long lineup of Japanese flagship sedans. It seems as though the Hiroshima-based automaker behind the MX-5 Miata and CX-50 SUV may be gearing up to keep "Luce" all to itself, potentially forcing Ferrari to go back to square one yet again with regard to its EV's branding. Yet Another Trade(mark) War According to Australian outlet CarExpert, Mazda filed for the Luce trademark once again on March 4, three weeks after Ferrari announced its electric car's name change, and it was granted by the Japan Patent Office on March 12. Legally, that would make it impossible for the Prancing Horse to market the EV in Japan without picking a new name for it. Since it seems unlikely for Ferrari to call its electric sports car one thing in Japan and something else in the rest of the world, we think that the Italian automaker will either fight Mazda for the Luce name or give it up and choose something else.MazdaWhile some automakers pick distinct names for export markets (as Mazda did with the Luce's 929 twin in most of the world), we're not familiar with any Ferrari that's used that tactic. The closest thing to a rebadge job we can think of would be the Dino sub-brand, used on Maranello's non-V12 cars like the V6-powered 206 GT and the V8-powered 308 GT4. In 1976, that model became a full-fledged Ferrari, complete with a prancing horse badge on the hood, center caps, and steering wheel. But its Dino equivalent wasn't marketed at the same time, and the difference came down to model year and nothing else. Is Mazda Planning A New Luce? Mazda hasn't used the Luce name on any of its vehicles since 1991, when the rear-drive Sentia flagship replaced it. Furthermore, the company only uses "real" words on its Suzuki-based kei cars and Isuzu/Toyota-based vans and trucks, with original Mazda products using alphanumerics; the Miata and Roadster names are exceptions for certain markets, while most refer to the sports car as the MX-5. So the recent trademark filing has some wondering if a new Luce flagship luxury sedan is on the way, perhaps based on the EZ-6 and 6e electric and extended-range sedans.MazdaIf that's the case, then we think Ferrari might have a tough battle on its hands to take control of the name. Mazda's heritage with the Luce, combined with any future (and likely confidential) product plans, could make it an ironclad lock for the Japanese company. What name could Ferrari use, then, for its first EV? May we recommend Futura or Avenire, both Italian translations for "future" with no existing automotive connotations whatsoever?
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