Ford Lawyers Suing Ferrari Over F150 Usage

Ford’s legal beagles finally got to engage a real foe this week. Ferrari, the Italian automaker, introduced their Formula 1 car developed for the 2011 season, calling it the Ferrari F150. Now, before going any further, we should take a brief look at the intent of protection provided by trademark law. Trademark protection was introduced to protect the consumer from being confused into buying goods that appeared similar to others that used a particular name or displayed a unique mark.

So, how much confusion do you think is going to be generated between a Forumla 1 car and a pickup truck? Even if the truck is painted red? Can we anticipate the rear wing on the road car being used to hold hay bales? Could Friday night outside the local road house now see the parking lot filled with carbon fiber masterpieces, instead of testosterone tankers?

Now, let us be clear. The photo at the top is a pickup truck. The photo on the right is a racing car. So, could some clever Italian salesman hoodwink you into buying a Ferrari F150 for several million dollars, when you were really looking to spend just twenty grand or so for something to carry your tool box to the job site?  We leave the answer to your good judgment.

Ferrari, however, appears to have relented to a degree, now calling their work the Ferrari F150th Italia. Will that be enough to prevent mindless confusion? Time and, perhaps the courts, will tell.