I think that the ownership of the original designs is a distraction. The designer owns them, but the important point is, who has the right to turn those drawings into a car? Only Ferrari can make a Ferrari.
The DNA "record auction" ad has now been removed (others from the same auction haven't) but the synopsis still mentions Ferrari more than once.
http://www.carandclassic.co.uk/car/C870160
On the same site, we have this -
http://www.carandclassic.co.uk/car/C725995 complete with badges.
I struggle to understand why anyone might wonder why Ferrari would take steps to stop the use of its name.
The Tribute and DNA products are stunning. They don't need the F word or "250" of "2fifty" to sell them. I also think that there is a difference between what Tribute and DNA set out to achieve. The clue is in the names........