Ferrari Appoints New Marketing Chief Following Controversial Electric Vehicle Debut
Ferrari has announced the appointment of Massimiliano Di Silvestre as its new chief marketing and commercial officer. Di Silvestre, who previously served as the head of BMW Italy, is scheduled to begin his new role on July 1. He replaces Enrico Galliera, a long-time executive who spent over 16 years with the luxury automaker.
The leadership change follows the recent unveiling of the Luce, Ferrari's first-ever fully electric vehicle. The five-seater model, which was developed over five years, has faced intense scrutiny from critics, investors, and social media users. Much of the backlash centers on the car's exterior design, which some argue departs too far from the brand's traditional muscular aesthetic.
Market reaction to the Luce was sharply negative, with Ferrari's stock dropping more than 8% in Milan and over 5% in New York the day after the reveal. Critics and internet commenters have compared the $640,000 vehicle to cheaper electric models, while former Ferrari chairman Luca Cordero di Montezemolo suggested the car risks damaging the brand's legendary status.
Despite the controversy, CEO Benedetto Vigna has defended the vehicle, stating that the price is a fair trade-off for innovation. Vigna has also maintained that the car is continuing to receive orders from potential buyers. The Luce features four electric motors—one for each wheel—and an estimated maximum range of 530 kilometers.
While Ferrari has not explicitly confirmed that Galliera's departure is a direct result of the Luce's reception, the timing has drawn significant attention. The company stated that Galliera decided to move on to a new professional chapter, a decision they claim was shared with the firm some time ago.
