Ferrari names new marketing chief amid Luce electric car criticism

Ferrari has appointed Massimiliano Di Silvestre as chief marketing and commercial officer, effective 1 July 2026. Di Silvestre, former president of BMW Italia, will replace Enrico Galliera, who led Ferrari's marketing and sales for more than 16 years. Galliera is being praised by CEO Benedetto Vigna for expanding the brand's global reach and financial performance.

The appointment comes shortly after the debut of Ferrari's first electric model, the Luce, which has sparked extensive criticism and social‑media backlash. Industry observers see the timing as linked to the brand's need to manage its image and customer expectations as it moves into an electrified future.