Ferrari Names Former BMW Executive as New Marketing Chief Amid Luce EV Launch Fallout

Ferrari announced that Enrico Galliera, who led its marketing and commercial organization for more than 16 years, will leave the company. Galliera's departure was confirmed weeks after the controversial debut of the Ferrari Luce, the brand's first fully electric model, which sparked criticism and an 8% drop in the automaker’s share price.

Effective July 1 2026, former BMW Italia president Massimiliano Di Silvestre will assume the role of Chief Marketing and Commercial Officer. Di Silvestre brings nearly two decades of experience at BMW and is tasked with steering Ferrari’s brand strategy as it expands its lineup with models such as the Purosangue and the Luce.

During the Luce rollout, rumors circulated that Ferrari was pressuring VIP customers to purchase the EV to retain access to limited‑edition models. Former marketing director Enrico Galliera refuted these claims, stating the Luce is aimed at a different client profile and that sales are meeting the company’s expectations, with roughly half of the customers being new buyers. The leadership change is viewed as a strategic move to manage the brand’s image and commercial performance after the electric car’s mixed reception.