Ferrari Marketing Chief Steps Down as Former BMW Executive Takes Charge Following EV Launch

Ferrari has announced a major leadership change in its commercial division, with long-serving Chief Marketing and Commercial Officer Enrico Galliera stepping down after more than 16 years at the luxury sports car manufacturer. The move comes weeks after the highly debated launch of Ferrari's first fully electric vehicle, the Ferrari Luce.

The Italian automaker confirmed that Massimiliano Di Silvestre, who previously led BMW's operations in Italy, will assume the role from July 1. He will report directly to Ferrari Chief Executive Officer Benedetto Vigna and oversee the company's global marketing and commercial strategy.

Galliera's departure follows the unveiling of the Ferrari Luce, the company's first all-electric model and one of the most significant product launches in Ferrari's history. Developed in collaboration with LoveFrom, the design studio founded by former Apple design chief Jony Ive, the vehicle introduced a bold new design language that departed from Ferrari's traditional styling.

The launch generated mixed reactions from automotive enthusiasts and investors, with critics questioning both the vehicle's appearance and its positioning within Ferrari's iconic lineup. Investor sentiment also weakened following the reveal, with Ferrari shares falling more than 8% in a single trading session.

Public criticism extended beyond customers and market analysts. Former Ferrari Chairman Luca Cordero di Montezemolo expressed concerns that the company risked moving too far from its heritage, while Italy's Deputy Prime Minister Matteo Salvini questioned the pricing strategy for the four-door electric model, which carries a starting price of €550,000.

Despite the timing of Galliera's exit, Ferrari has denied any connection between his departure and the reception of the Luce.

According to the company, Galliera had informed management of his decision well before the electric vehicle's debut and agreed to remain in his position through the launch before pursuing new professional opportunities.

CEO Benedetto Vigna thanked Galliera for his long-standing contribution to Ferrari's global success, describing the leadership transition as part of the company's ongoing evolution rather than a response to recent events.

The appointment of Di Silvestre represents a notable shift for Ferrari, which has traditionally promoted senior executives from within its own ranks. Bringing in an experienced executive from BMW reflects the company's focus on strengthening its commercial strategy as the automotive industry undergoes a rapid transition toward electrification.

Di Silvestre brings more than two decades of experience in the premium automotive sector and has led BMW Italy since 2019. He now faces the challenge of strengthening customer confidence in Ferrari's electric future while maintaining the exclusivity and brand heritage that have defined the marque for decades.

Ferrari maintains that customer interest in the Luce remains strong despite the mixed public response. Investors are expected to gain further insight into market demand when the company releases its second-quarter financial results on July 30, which are likely to provide the first detailed update on the commercial performance of its landmark electric model.