The Italian supercar manufacturer Ferrari finds itself at the center of a personnel and reputational discussion. Just weeks after the controversial unveiling of its first fully electric car named Luce, long-time marketing and commercial director Enrico Galliera is leaving the company.
Although the brand’s management officially does not link these two events, analysts and investors are closely monitoring the situation.
End of an Era: Why Enrico Galliera is Leaving Ferrari
Enrico Galliera has worked at the company for over 16 years. He was a key figure in shaping the brand’s exclusive image and was responsible for deciding which VIP clients would have the right to purchase limited series supercars.
Ferrari’s official statement claims that the decision for his resignation was made “some time ago” and that he is simply moving on to a new stage in his career. The company’s CEO, Benedetto Vigna, publicly thanked Galliera for his outstanding contribution to the growth and strengthening of the brand on the global stage. However, the press notes the timing: the dismissal occurred right after a wave of criticism directed at the new model.
Ferrari Luce Electric Car: Innovation or Reputational Challenge?
The brand’s first electric car elicited mixed reactions from both loyal fans and investors:
- Design by Jony Ive: The car’s exterior was created in collaboration with LoveFrom, the creative collective of former Apple chief designer Jony Ive.
- Departure from Tradition: The interior of the Luce features numerous screens, glass, and aluminum, marking a completely new direction for Ferrari. Additionally, the absence of the signature engine roar posed a serious challenge for the conservative client base.
- Financial Consequences: The market reacted swiftly. The company’s shares fell by 8% on the Milan Stock Exchange and over 5% on the New York Stock Exchange.
- High Cost: The starting price of this electric supercar is approximately $640,000.
New Phase: Who Will Replace Galliera?
Starting July 1, 2026, Massimiliano Di Silvestre will take over as commercial director. Prior to this, he successfully served as president and CEO of BMW’s Italian division for nearly seven years.
The new leader faces an extremely challenging task:
- Revamping the brand’s marketing strategy following the mixed reception of the Luce model’s design.
- Convincing affluent traditionalists that a “silent” electric car is still a true, emotional Ferrari supercar.
- Effectively preparing the brand for the launch of mass sales of the model, scheduled for 2027.
Summary: Transitioning to electric power is an exceptionally delicate balance for classic supercar brands. The resignation of a key marketer indicates that Ferrari is seeking new approaches to communication. Whether the new commercial director can successfully guide the company through this transformation will be revealed by the brand’s subsequent steps in the global market.