Image Courtesy: Ferrari

Ferrari has announced a leadership change in its marketing division, replacing longtime Chief Marketing and Commercial Officer Enrico Galliera just weeks after the turbulent launch of the Luce, the company’s first fully electric vehicle.

The Italian automaker confirmed that Massimiliano Di Silvestre, former head of BMW Italy, will assume the role beginning July 1. Galliera, who spent more than 16 years at Ferrari and oversaw its marketing and commercial strategy, is leaving to pursue what the company described as a new chapter in his career. The announcement comes shortly after the unveiling of the Luce, a launch that triggered a sharp market reaction and sent Ferrari shares down roughly 8% in a single trading session.

Ferrari has not linked Galliera’s departure to the Luce launch, but the timing has drawn attention from industry observers. The electric supercar’s debut became one of the most closely watched events in the company’s recent history, generating intense discussion among investors, automotive enthusiasts, and analysts.

Much of the criticism centered on Ferrari’s rollout strategy. Key details about the vehicle, including its name, interior design by renowned designer Jony Ive, and performance figures exceeding 1,000 horsepower, had already been revealed months before the official unveiling. By the time Ferrari showcased the production model in Rome, the exterior design remained the only major unknown.

That design quickly became the focal point of public discussion. Reactions across social media ranged from praise to criticism, with many users questioning whether the styling aligned with Ferrari’s heritage. Memes and debates spread rapidly online, overshadowing many of the vehicle’s technical achievements.

Ferrari has consistently emphasized that the Luce should be viewed as a Ferrari first and an electric vehicle second, highlighting driving emotion and performance as core elements of the experience. However, journalists attending the unveiling were not given an opportunity to drive the car, leaving one of the company’s central claims largely untested during the launch event.

Despite the backlash, Ferrari Chief Executive Officer Benedetto Vigna has stated that the Luce continues to attract customer orders. The company now faces the challenge of convincing traditional Ferrari enthusiasts that its first electric model can deliver the performance and excitement associated with the brand while navigating growing competition in the luxury EV market.