The departure of Enrico Galliera follows the heavily criticised unveiling of the Luce, Ferrari’s first all-electric car, which triggered memes, political backlash, and an 8% stock drop.
A High-Profile Exit at a Sensitive Moment
Ferrari has announced that Enrico Galliera, its chief marketing and commercial officer, is leaving the company after 16 years. He will be replaced in July by Massimiliano Di Silvestre, the former head of BMW Italy.
The timing is hard to ignore. Galliera’s exit comes just weeks after the May unveiling of the Luce — Ferrari’s first fully electric vehicle, priced at $640,000 (£485,552) — which was met with widespread ridicule online and sharp criticism from some of the brand’s most prominent admirers.
Ferrari’s official statement was carefully worded, saying Galliera had “decided to embark on a new chapter in his professional journey — a decision shared with the company some time ago.” The Luce launch was not mentioned. Galliera himself declined to comment beyond the company statement.
The Luce Backlash: Memes, Ministers, and a Market Selloff
Designed by Sir Jony Ive — the iPhone designer behind Apple’s iconic aesthetic — the Luce was intended to mark Ferrari’s bold leap into the electric era. Instead, it became an internet punchline.
The car’s design drew immediate mockery on social media and was publicly condemned by Ferrari’s own former chairman, as well as Italian Deputy Prime Minister and Transport Minister Matteo Salvini. Ferrari’s shares fell by 8% the day after the reveal — a rare and bruising reaction for one of the world’s most valuable luxury brands.
A Legacy of 16 Years
Despite the circumstances surrounding his departure, Galliera leaves behind a substantial legacy. Joining Ferrari in 2010, he was a central figure in some of the company’s most defining moments — including the 2013 launch of the LaFerrari, the brand’s first production hybrid hypercar, and its dual stock market listings in New York and Milan in 2015 and 2016.
His role extended beyond conventional marketing; he was responsible for deciding which clients were eligible to purchase Ferrari’s most exclusive and sought-after models — a position of considerable influence in the world of ultra-luxury automobiles.
CEO Benedetto Vigna paid tribute, saying Galliera had “played a significant role in the company’s growth and in strengthening the Ferrari brand worldwide,” adding that he had “the gratitude of the entire Ferrari team.”
What Comes Next
Di Silvestre’s appointment signals Ferrari may be looking for fresh leadership as it navigates the fallout from the Luce’s reception and the broader challenge of bringing its famously passionate customer base along on its electric transition.
Whether Galliera’s exit is consequence or coincidence, Ferrari now faces the task of rebuilding confidence — in its new car, and in the direction the brand is heading.
