Actor’s heirs sue Ferrari for using his name without consent
70th anniversary edition car was first called The McQueen
The family of actor Steve McQueen has filed a lawsuit against Ferrari, saying the Italian sports-car maker violated trademark laws by selling a limited-edition California T it called The McQueen.
According to the lawsuit, filed in Los Angeles County Superior Court, Chadwick McQueen, the actor’s son, had discussed making a special edition in 2011 with Ferrari officials, “provided he and his family would maintain approval rights and involvement in the project.”
However, Ferrari allegedly went ahead on its own to create the special-edition car last year, to help promote the brand’s 70th anniversary, with advertising linking McQueen with Ferrari. When the McQueen family complained, the brand changed the name of the car to The Actor, but continued to use McQueen’s image in advertising.
The heirs are seeking US$2 million per violation of the trademark, plus punitive damages. To point out the effect that McQueen’s image and legacy have on the value of vehicles, they cite examples of cars recently sold that have been associated with the late actor. This includes the 1970 Porsche 917K featured in the film Le Mans that sold for US$14 million last year, a Ferrari 275 GTB/4 once owned by McQueen, which sold for US$10 million in 2014, and a 1968 Ford GT40 also used in Le Mans that sold for US$11 million — the most ever paid for a Ford vehicle.
Steve McQueen was known as “The King of Cool” and was the highest-paid actor at one point in the 1970s. His first leading role was in The Blob, but he went on to star in blockbusters such as The Thomas Crown Affair, The Getaway, Bullitt and Le Mans, which he also directed.
He was also an avid car and motorcycle racer, competing in major races including the 12 Hours of Sebring and the International Six Days Trial motorcycle race in Germany. He died in 1980.