Ferrari Marketing Chief Exits After 16 Years Following Electric Car Backlash
The departure of Chief Marketing and Commercial Officer Enrico Galliera comes just one month after the polarizing reveal of the Ferrari Luce, the brand's first all-electric vehicle, which was met with significant criticism over its design.
Ferrari announced this week that its long-serving Chief Marketing and Commercial Officer, Enrico Galliera, will be leaving the company after 16 years. The departure comes just weeks after the luxury automaker unveiled its first all-electric car, the Luce, to a wave of public criticism that impacted the company's stock price.
Effective July 1, Galliera will be succeeded by Massimiliano Di Silvestre, who previously served as the President and CEO of BMW Group Italy. In a statement, Ferrari said Galliera had “decided to embark on a new chapter in his professional journey — a decision shared with the Company some time ago.” Ferrari CEO Benedetto Vigna thanked Galliera for his “extraordinary contribution” to the company's growth and brand strengthening.
Controversial EV Launch
While the company has not officially linked the departure to the new electric vehicle, the timing has fueled widespread speculation. Galliera’s exit follows the May 25 unveiling of the Ferrari Luce, a four-door, five-seat electric car priced at €550,000. The launch was a pivotal moment for the brand, known for its powerful combustion engines.
The vehicle's design, a collaboration with LoveFrom, the firm founded by former Apple design chief Jony Ive, proved to be polarizing. Critics and enthusiasts took to social media to express their disapproval, with some arguing the car's aesthetic was a departure from Ferrari's traditional design language. The negative reception was significant enough to cause Ferrari's Milan-listed shares to fall by more than 8% in the days following the reveal.
The backlash included sharp criticism from former Ferrari chairman Luca di Montezemolo, who warned that the company was risking the “destruction of a legend.” In response to the criticism, CEO Benedetto Vigna stated that the Luce was receiving strong interest from both new and existing customers.
A Change in Commercial Strategy
During his tenure, which began in 2010, Galliera was a key figure in shaping Ferrari's commercial strategy and brand image. He was notably responsible for managing the exclusive allocation process for the brand's limited-edition hypercars, a critical component of Ferrari's high-end market positioning.
His successor, Di Silvestre, brings over two decades of experience from the premium automotive sector, primarily with the BMW Group. The appointment of an executive from a higher-volume luxury brand comes at a critical juncture as Ferrari navigates its transition into the electric era.
Sources
- Ferrari Fires Marketing Boss Following Luce Launch Backlash, Because There Is Always a Scapegoat
- Ferrari's Marketing Boss Leaves After 16 Years As BMW Veteran Steps In
- Ferrari's Marketing Chief Exits Amid Luce EV Backlash
- Ferrari replaces its marketing chief one month after the Luce EV reveal wiped billions off its stock
- Why is Ferrari facing such a backlash to its first electric car?
- Ferrari Luce: The First Electric Ferrari Arrives at €550,000 With 60 New Patents and a Reception Maranello Didn't Plan For
- Ferrari replaces marketing chief after Luce EV launch backlash
- Ferrari marketing chief exits after backlash over electric supercar launch
- Ferrari Replaces Marketing Chief After Its Jony Ive-Designed EV Got Roasted
- Ferrari EV backlash can teach F1 an important lesson
- Ferrari Axes Marketing Chief Following Backlash Over Controversial Luce EV
- Ferrari defends EV Luce amid backlash, sees strong interest
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