Ferrari has announced a major leadership change in its commercial and marketing division following growing criticism tied to the unveiling of its first electric vehicle, the Luce EV.
In a statement released on Tuesday, the luxury automaker confirmed the appointment of Massimiliano Di Silvestre, currently President and CEO of BMW Group Italy, as its new Chief Marketing and Commercial Officer. He replaces long-time Ferrari executive Enrico Galliera, who is stepping down after more than 16 years with the company.
Di Silvestre is expected to officially assume his new position on July 1, joining Ferrari’s senior leadership team and reporting directly to CEO Benedetto Vigna. The company described him as an experienced automotive leader with over two decades of international expertise in premium and luxury markets, particularly in business transformation and commercial strategy.
The leadership transition comes shortly after Ferrari’s highly publicized unveiling of the Luce EV, a five-seat electric model that sparked mixed reactions across the automotive world and on social media. Critics pointed to its unconventional design, which departs significantly from Ferrari’s traditional aggressive and performance-focused styling. Others also questioned the brand’s shift away from its iconic petrol-engine heritage.
While Ferrari did not directly link the executive change to the backlash, the timing has drawn attention within the industry as the company navigates a delicate transition toward electrification.
Ferrari CEO Benedetto Vigna paid tribute to outgoing executive Enrico Galliera, praising his long-standing contribution to the brand’s global growth and commercial success. The company noted that Galliera’s departure was part of a planned career transition mutually agreed upon some time ago.
As Ferrari pushes further into the electric vehicle market, the appointment of Di Silvestre signals a renewed focus on strengthening its commercial strategy and managing the evolving expectations of luxury car buyers.
The Luce EV, unveiled last month, represents a significant shift in Ferrari’s product direction as the iconic brand balances its high-performance legacy with the growing global demand for electric mobility. However, the mixed reception highlights the challenge of maintaining brand identity while embracing industry-wide transformation.
With new leadership in place, Ferrari is expected to refine its marketing approach as it prepares for the next phase of its electrification journey.
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