Steve McQueen and his image have been linked to a number of performance cars of the era -- just this week we drove a Ford Mustang Bullitt -- but his heirs are upset about another special-edition car that uses the late actor's name. McQueen's family, including his son Chadwick as well as the estate of the actor's daughter Terry McQueen, on behalf of granddaughter Molly McQueen, has filed a suit against Ferrari in Los Angeles County Superior Court due to "The McQueen" special-edition version of the Ferrari California T, which they claim was not authorized to use the actor's name.

At the 2016 Paris motor show Ferrari exhibited "'The Steve McQueen,' inspired by the 1963 250 GT Berlinetta Lusso, one of the most elegant Ferraris ever built, which was a gift to the American actor from his first wife, Neile Adams," the automaker said at the time. "It features brown body paintwork and a cabin in camel leather with elegant stitching."

The suit claims, in part, that the actor's son visited the Ferrari factory and discussed with company representatives the possible use of the McQueen name for special-edition models but suggests that that no formal deal emerged from the meeting.

"In 2011, Plaintiff Chad McQueen personally visited Ferrari, met with the then-president and chairman of Ferrari and toured the Ferrari factory," the suit states, in part. "Plaintiff expressed interest in potentially working with Ferrari on a special McQueen car, provided he and his family would maintain approval rights and involvement in the project, as they routinely do with other partner brands, as described above."

The 2016 California T was created in honor of the 1963 Ferrari 250 GT Berlinetta Lusso. Christie's

According to the suit, Ferrari subsequently used the actor's name and likeness to promote the 70th anniversary of the company, including a photo of McQueen, but had switched references to McQueen to "The Actor" after lawyers for the family complained.

"Plaintiffs and the rest of the McQueen family were shocked when they learned, in 2017, that Ferrari had, without notice or authorization, begun marketing and selling a special-edition Ferrari that Ferrari entitled 'The McQueen' and that Ferrari marketed through use of Steve McQueen's persona."

The McQueen family now seeks an injunction against Ferrari and the award of all profits from its use of the Steve McQueen name and likeness, in addition to statutory damages of $2 million, compensatory damages of no less than $1 million and punitive damages. The suit also seeks the destruction of all the advertising and promotional materials associated with Ferrari's usage of the likeness and name.

"Unless restrained by the Court, Ferrari will continue to infringe Plaintiffs' trademarks and rights to the Steve McQueen name and likeness," the suit claims.

The lawsuit cites that the family has been carefully involved in the creation of McQueen-themed products, including three limited-edition Ford Mustangs and a Triumph motorcycle.

The licensing of celebrities' names and images for products is a well-understood practice governed by trademark and contract law, and it's also a heavily litigated area of practice when it comes to unauthorized knockoffs of officially licensed products. This forces the holders of trademarks to actively police the use of the name and image of the celebrity in question pretty much nonstop, though it's usually directed at very unofficial producers of products rather than a company that licenses such things strictly by the book. This suit is surprising for this very fact: If the allegations in it are untrue, then Ferrari should be able to prove it quite easily by showing an existing contract.

The McQueen name continues to command a hefty premium when it comes to just about any product; recent sales of cars owned or used by McQueen have brought record amounts at auctions, and there is no shortage of products now being minted with some connection to the actor.

(H/T: The Hollywood Reporter)

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