Ferrari's electric Luce debut triggers design critique and marketing leadership change

Ferrari unveiled its first electric vehicle, the Luce, attracting attention for unusual design details such as vertically mounted windshield wipers that sit on the hood. Critics argue the configuration is aerodynamically suboptimal and could cause surface marks.

Within days of the reveal, Ferrari named former BMW Italy executive Massimiliano Di Silvestre as its new marketing and commercial director. The move follows an approximate 8% fall in Ferrari shares on the day of the Luce presentation, reflecting investor concern that the car’s styling, rather than its performance or technology, dominated public discussion.