Ferrari's electric Luce triggers marketing head departure

Ferrari unveiled the Luce, its first fully electric model, positioning it as a gateway to future limited‑edition cars. The launch drew sharp criticism for its design, price (over €550,000) and perceived mismatch with the brand’s heritage, prompting a noticeable drop in Ferrari’s share price and comments from former president Luca di Montezemolo.

Within weeks of the controversy, Enrico Galliera, who led Ferrari’s marketing and commercial strategy for more than 16 years, announced his exit. The company said the departure had been planned earlier, but the timing attracted attention. Massimiliano Di Silvestre, formerly head of BMW Italy, will take over the role on 1 July, tasked with guiding Ferrari’s transition to electrification while preserving its exclusive image.