Ferrari Launches $640,000 Luce EV as First 4-Door, 5-Seat Model

Q: Will Ferrari's first EV be forced into a name change over a 60-year-old Mazda trademark?

Ferrari is unlikely to be forced into a global name change, but it could face pressure to rename the car in Japan. The issue is Mazda’s long history with the “Luce” name, used on Japanese-market models from 1966 into the 1990s. After Ferrari revealed its EV name, Mazda moved to protect “Luce” in Japan, creating a potential trademark obstacle there. That matters because trademark rights are territorial: a name can be usable in many countries but blocked in one market. Ferrari’s position is that it owns rights to “Ferrari Luce” internationally and that its trademark searches found no active conflicting rights. It is also likely to argue that “Ferrari Luce” is legally distinct from Mazda’s historic use of “Luce” alone, and that decades of non-use weaken Mazda’s claim. Under Japanese law, old marks can be vulnerable if they have not been used for years, though that usually requires a formal challenge. So the most realistic outcome is not a worldwide rebrand, but a Japan-specific solution. Ferrari could fight, seek a settlement, or market the car under a different name in Japan while keeping “Luce” elsewhere. That kind of market-by-market naming workaround is common in the auto industry. For now, the name is not automatically lost. But unless Ferrari defeats or neutralizes Mazda’s Japanese claim, Japan is the market where a change is most likely.

3 articles · Updated · Road & Track · May 27

$640,000 Luce marks Ferrari’s first electric vehicle and its first true five-seater, pushing the brand into a larger four-door format than any previous model.
Ferrari says the shape followed the technology: a four-motor EV platform offered stronger control, instant torque, lower noise and more cabin space than its combustion layouts allow.
Executives said the skateboard battery architecture removed engine and transaxle packaging constraints that had prevented Ferrari from building a genuine five-seat car before.
The company argued a smaller electric supercar would force harder trade-offs between battery weight, range and performance, making a bigger vehicle the better first EV.
Luce’s radical LoveFrom-designed styling has already drawn backlash from some enthusiasts, even as Ferrari positions it as a high-performance grand tourer rather than a traditional supercar.

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Road & Track88d ago

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The New York Times88d ago

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The Washington Post89d ago

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29 Sources

Will Ferrari's first EV be forced into a name change over a 60-year-old Mazda trademark?

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Ferrari Luce Debuts: Inside the €500,000 Electric Supercar Redefining Maranello’s Future

Overview

On May 25, 2026, Ferrari debuted the Luce, its first fully electric vehicle, marking a major step in the brand’s shift toward electrification. This launch follows CEO Benedetto Vigna’s multi-year business plan, which set ambitious targets for electric models in Ferrari’s lineup by 2030, aligning with the European Union’s 2035 ban on new petrol cars. The Luce’s chassis was designed from scratch, featuring a compact wheelbase and forward driving position, achieving a remarkable balance of comfort and responsiveness with minimal weight gain. This positions Ferrari as a leader in the evolving luxury electric vehicle market.

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