Ferrari faces internal shakeup as marketing chief departs amid electric Luce controversy

Ferrari’s first fully electric supercar, the Luce, sparked polarized reactions after its May debut. Collector Jeff Cheng criticized the model as “not worthy of even a Hyundai or Kia badge,” while the company reported strong reservations, especially for the Chinese market, where allocated quotas were already sold out. The mixed reception has coincided with a dip in Ferrari’s share price, falling about eight percent in the week following the launch.

Within weeks of the controversy, Enrico Galliera, who led Ferrari’s marketing and commercial operations for 16 years, announced his departure. He will be replaced on 1 July by Massimiliano Di Silvestre, formerly head of BMW’s Italian operations. Ferrari praised Galliera’s role in expanding the brand globally and noted that Di Silvestre brings two decades of premium‑automotive experience to guide the company through the challenges of selling its inaugural electric model.

The episode highlights the tension between Ferrari’s heritage‑driven clientele and the brand’s push toward electrification, underscoring both market demand in regions embracing electric luxury cars and internal pressures to preserve the marque’s traditional identity.