Ferrari is undergoing a leadership transition in its marketing division following the release of its first fully electric vehicle, the Luce, which attracted widespread criticism. Enrico Galliera, who led marketing and commercial operations for over 16 years, is stepping down from his role. His successor, Massimiliano Di Silvestre, the former head of BMW Italy, will report directly to Ferrari CEO Benedetto Vigna.
The Luce, developed in collaboration with LoveFrom — the design company founded by former Apple design chief Jony Ive — marked a departure from Ferrari’s traditional aesthetic with its smooth and edgeless style. While Ferrari claims strong interest in the vehicle, public and investor reactions have been mixed. The unveiling saw Ferrari’s stock fall by over 8% in a single trading day amid criticisms regarding the car’s design and pricing.
Ferrari faces challenges in marketing the Luce amid a cooling demand for high-performance electric vehicles and increasing competition among EV manufacturers offering more affordable and practical options. Industry insiders and public figures have expressed concerns about the impact of the Luce on Ferrari’s legacy. Former Ferrari chairman Luca Cordero di Montezemolo cautioned that the model could undermine the brand’s heritage, even suggesting that the Ferrari badge be removed from the car. Italy’s deputy prime minister, Matteo Salvini, also criticized the vehicle's high price point for a four-door model.
Despite speculation linking Galliera’s departure to the controversy surrounding the Luce, Ferrari maintains that his exit was planned well before the car's public debut. Di Silvestre inherits the complex task of positioning Ferrari in the evolving electric vehicle market, balancing the brand’s performance image with shifting consumer expectations and industry trends.