When Harry Met Sally. (Not Really.)

When Harry Met Sally. (Not Really.)

Because When Ford Sued Ferrari wouldn’t really have worked as a title. Well, I thought about it and then changed my mind. I mean, I wanted to do something about faking a spectacular orgasm but couldn’t work it in neatly enough. There was something about faking a spectacular toy ejection from an over-large perambulator but that doesn’t really work either.

Anyway.

Ummm, Ferrari F150, I think...

Ford is launching a lawsuit to protect its trademarked “F-150” nameplate which gets attached to monstrous pick up trucks against those well-known commercial vehicle builders in Modena, Ferrari.

And this is the Ford F-150, isn't it?

Ferrari has called its 2011 F1 car F150 in recognition of the 150th anniversary of the unification of Italy. Who wouldn’t want to mark that in some significant way?

Unfortunately, Ferrari’s evident patriotic pride has upset Ford to the point that in order to protect the investment they have made in the F-150 name, Ford is spending money on a lawsuit in a US District Court. The damages they are seeking will probably be less than the amount they have to spend on lawyers. Daftness, if you ask me.

It’s worse than that, in fact. Ford sells thousands of these things in a year and the business is very profitable for them. They will probably sell more of their F-150s in a few minutes than Ferrari will build in the course of the 2011 season, even if Alonso and Massa go on a bit of a banzai bin it spree all year and destroy a chassis each at every race meeting.

If the Ferrari turns out to be a dog this year, then at least we’ll all have a chance for some good pick-up truck jokes.

As with most things in business, there’s a long back story to this. Back in the early 1960s, Ford almost bought Ferrari. They fell out over how much control the Old Man would retain over his beloved racing team and the deal fell through. Ferrari sold a stake in his company to the Agnelli family and FIAT and Ford went on a spending spree to beat Ferrari at Le Mans. Ford, or maybe Lola, built the GT and won in 1966, 1967, 1968 and 1969. Ferrari hasn’t won at Le Mans since. This is an old, old family feud.

Ford has a history of winning but occasionally its lawsuits come unstuck. A British kit car manufacturer called Dutton was producing a faux-roader called a Sierra in the late 1970s. Ford wanted to use that name on its replacement for the Cortina. It sued Dutton and was forced into accepting a compromise; Dutton could continue to use the Sierra name as long as they referred to is as the “Sierra kit car.”

I like the F-150. If I were in the market for an oversized beer-hauler, I’d have one rather than the Dodge or Chevy alternatives. And Ford is a company with some momentum now. The new Focus is in the dealers and, slightly apologetic looks apart, is set for success. There’s an electric version of it coming soon to grab attention from the Chevy Volt and Nissan Leaf but this week, they’ve shot themselves in the foot. Shame.

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