Ferrari appoints new marketing chief following Luce EV launch criticism

Ferrari unveiled its first fully electric model, the Luce, in May 2026. The five‑seat vehicle, designed with former Apple designers Jony Ive and Marc Newson and priced around €550,000‑640,000, was met with widespread criticism for its unconventional exterior, generating memes, AI‑altered images and negative commentary from figures such as former CEO Luca di Montezemolo and Italy’s deputy prime minister Matteo Salvini. The backlash drove Ferrari’s shares down about 8% in a single trading session.

Within weeks of the launch, long‑time Chief Marketing and Commercial Officer Enrico Galliera announced his departure after more than 16 years at the company. Ferrari said the move was a personal decision and named Massimiliano Di Silvestre, former head of BMW Italy, as his successor effective 1 July. While the company did not link the exit to the Luce controversy, the timing suggests a response to the turbulent launch. CEO Benedetto Vigna maintains that customer interest in the Luce remains strong and that the model will continue to be offered to buyers who want it.