Ferrari has replaced its long-serving chief marketing and commercial officer, Enrico Galliera, just weeks after the rocky debut of the Luce, the automaker’s first electric car. The company named former BMW Italy boss Massimiliano Di Silvestre as Galliera’s successor, effective July 1, after a launch that wiped roughly 8% off Ferrari’s stock in a single day.
The Luce represents a major strategic pivot for the luxury sports car maker, which has long been synonymous with roaring V12 engines. The EV's launch was met with harsh criticism from brand purists and analysts, who questioned whether Ferrari could maintain its exclusivity and performance reputation while going electric.
Galliera had been with the company for over a decade and oversaw Ferrari’s global commercial strategy during a period of record sales and profits. The swift replacement underscores how seriously Ferrari views the Luce's reception, with the stock drop signaling investor concern about the brand's ability to navigate the EV transition.
Di Silvestre brings deep automotive retail experience, particularly in the luxury segment, from his time at BMW in Italy. His appointment suggests Ferrari may refocus its marketing approach to better align the Luce with the brand’s heritage of craftsmanship and high performance, rather than merely a tech-first narrative.
Some market observers argue the backlash was overblown and that Ferrari’s loyal client base will eventually embrace the Luce once they experience its driving dynamics. However, the immediate stock damage and executive shake-up reveal real tension between innovation and brand identity at Maranello.