Italian supercar manufacturer Ferrari has parted ways with its long-serving marketing director just weeks after the turbulent unveiling of its first fully electric vehicle. The radical new model, known as the Luce, has sparked intense debate among purists and investors alike.
Enrico Galliera is leaving his post after 16 years with the Maranello-based marque. While Ferrari has not officially linked his sudden departure to the frosty reception of the Luce EV, media analysts suggest the timing is impossible to ignore. However, an official company statement claimed Galliera «has decided to embark on a new chapter in his professional journey, a decision shared with the company some time ago.»
Effective from July 1, his position will be filled by Massimiliano Di Silvestre who previously headed up BMW’s Italian division. Addressing the transition, Ferrari CEO Benedetto Vigna publicly praised the outgoing director, stating:
A radical shift in design
Unveiled in May, the Luce represents a monumental shift for a brand famously built on the roaring emotion of V8 and V12 combustion engines. However, its futuristic aesthetic, designed in collaboration with former Apple designer Jony Ive‘s studio LoveFrom, was heavily criticised by loyal consumers, automotive traditionalists and even a former Ferrari executive. Former president Luca Cordero di Montezemolo did not hold back his disappointment regarding the new design direction:
The financial markets reacted swiftly to the controversial debut with the company’s share price tumbling by 8% in a single day.
Navigating a silent future
Transitioning to battery power is a notoriously difficult tightrope walk for legacy supercar brands. Ferrari must balance strict global emissions regulations, changing market dynamics and the expectations of a client base that views engine noise as a core part of the luxury driving experience. Galliera, who was famously known as the gatekeeper who decided which VIP clients were allowed to purchase limited-edition Ferraris, seemingly became the casualty of this difficult transition.
Despite the public relations storm, Ferrari insists there is genuine demand for the new electric supercar. The company reported that orders for the €550,000 vehicle began rolling in shortly after the initial presentation.
With the official start of sales scheduled for 2027, the incoming Di Silvestre faces a monumental task. He will need to repair the brand’s marketing strategy, manage the fallout from the Luce’s design and convince wealthy traditionalists that a silent Ferrari is still a true Ferrari.
