FERRARI

The pureblood of discord

The SUV that Marchionne preferred to call the FUV (Ferrari Utility Vehicle) is in the final stretch of development, and is due to be presented later this year, so that deliveries to customers begin in 2022. The manufacturer, a renowned sports manufacturer, made it known that the new model would be called Purosangue, but now it is Ferrari itself that does not take for granted this desired commercial name. This is because an anti-doping institution will have registered the name as a trademark for clothing and other products - it should be remembered, by the way, that one of Ferrari's biggest sources of revenue comes from merchandising.
According to the Financial Times, the name “Purosangue” was registered in 2013 by an organization in operation since 2011, which has the exclusive use of that name in Europe. On the website, the association Purosangue presents itself as a project with an international scope, operating in Italy and Africa, aiming to promote a “clean” sports culture. Ferrari, also Italian, would have known about this and sought to reach an understanding with the institution, in order to be able to name its SUV Purosangue, as announced. It turns out that the negotiations did not go well for the Maranello builder, the details of the agreement proposed by Ferrari and the reasons that led Purosangue to reject it being unknown.
Failed to reach an understanding, Ferrari does not give up on “its” Purosangue and has triggered due legal procedures. On 5 March, the case will be discussed in the Bologna court, with the brand claiming that the foundation with the coveted name does not make it a sufficient commercial use to allow it to claim exclusive use. Purosangue disagrees and has already made it known that, despite having as an opponent one of the most powerful brands in the world, it intends to defend the exclusivity of the term to the limit.
Regardless of the court's decision, whether it be called Purosangue or have another name, the designation of Ferrari's first SUV should not interfere with the model's commercial success. Although the eternal rivalry between Lamborghini and Ferrari would recommend a thoroughbred to deal with the bull (Urus) ...

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