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We should not confuse 'European' with 'English'. In no other language I know the Bishop is actually called after a clerical person. In German is is 'Laufer' (runner), in Dutch 'Loper' (walker) or 'Raadsheer' (adviser, counselor), in French 'Fou' (fool, jester), in Spanish 'Alfil' (so they retained the Arabic word for elephant, despite the fact that the piece moves differently).

Similarly the name of the Knight piece in many languages has nothing to do with a knight. In German it is 'Springer' (leaper), in Dutch 'Paard' (horse), in Spanish 'Caballo' (horse).

All in all, Chess pieces have pretty exceptional or weird names in English, if you compare it with the rest of the World. But I suppose any language has the right to name the pieces like they want. There is no need for litteral translation. The name Lance for this Shogi piece is a much better name than the litteral translaton of the Japanese 'Incense Chariot'. (And I don't think it would be progress to refer to a Bishop as 'Angle Mover' either, there.)

As to the Ferz, it is interesting to note that in Chinese Chess (Xiangqi) the common name for this piece is Adviser (the alternatve name, '(Palace) Guard', no doubt being inspired by the unique feature of Xiangqi of the Palace board zone to which this piece is restricted). It is sometimes also called 'Mandarin', which I guess in Chinese culture is some kind of Advisor to the emperor. The Elephants there are also often referred to as Ministers. Confusingly enough, in English, the word 'minister' can also refer to a clergiman, as well as to a statesman.

In Shogi all pieces with King-like moves are called 'generals' (includingthe King itself, which is the 'Jade General').