Full Breakdown
Ferrari's Marketing Chief Departs as Luce EV Sparks Controversy
6/28/2026, 12:03:53 PM
Leadership Change Follows Luce Debut
Ferrari announced that Enrico Galliera, chief marketing and commercial officer since 2010, will leave the company. His departure, effective 1 July, will be succeeded by Massimiliano Di Silvestre, who will report directly to CEO Benedetto Vigna. The change occurs one month after the public unveiling of the brand’s first fully electric model, the Luce.
The Luce Launch: Design, Pricing, and Market Reaction
The Luce, styled by Jony Ive’s LoveFrom studio, debuted in late March (RobbReport) and again in May 2026 (AutoNext) as a four-door, battery-only vehicle priced at €550,000 (? $640,000). Its smooth, edgeless silhouette generated extensive online memes and criticism from traditionalists. Former Ferrari chairman Luca Cordero di Montezemolo warned of a “destruction of a legend,” while Italy’s deputy prime minister Matteo Salvini publicly questioned the price.
Key Executives and Stakeholders
- Enrico Galliera – long-time head of marketing, credited with doubling deliveries and boosting revenue.
- Massimiliano Di Silvestre – incoming chief, previously led BMW’s Italian business (AutoNext) and described as a “notable choice” for fresh thinking.
- Benedetto Vigna – Ferrari CEO, overseeing the transition.
- Luca Cordero di Montezemolo – former chairman, vocal critic of the Luce.
- Matteo Salvini – Italy’s deputy prime minister, commented on pricing.
- Stephan Winkelmann – Lamborghini CEO, referenced EV strategy in a CNBC interview.
Market Data and Share-Price Movements
- Luce price: €550,000 (? $640,000).
- Share price fell more than 8 % the day after the Luce reveal.
- Within a month, the stock recovered, rising over 11 % from the post-launch dip.
- Under Galliera’s tenure, Ferrari more than doubled global deliveries and significantly increased revenue (Motor1.com).
Official Statements from Ferrari Leadership
Ferrari’s press release stated that Galliera “has decided to embark on a new chapter in his professional journey,” noting that he had informed senior management of his intent “some time ago.” CEO Vigna thanked Galliera for his “extraordinary contribution” and highlighted his role in strengthening the brand worldwide. Ferrari also emphasized that the timing of Galliera’s exit is coincidental and unrelated to the Luce launch.
Criticism and Opposition
Montezemolo’s warning about the “destruction of a legend” reflects internal concern over brand identity. Salvini’s public questioning of the €550,000 price adds political scrutiny. Winkelmann’s comment, while not naming Ferrari, underscored industry skepticism about early EV adoption. The backlash manifested in widespread internet memes and a sharp share-price decline.
Conflicting Reports and Gaps
Sources differ on the exact debut date of the Luce (late March vs. May 2026) and on Di Silvestre’s prior role (president and CEO of Ferrari vs. head of BMW’s Italian operations). Ferrari maintains that Galliera’s departure is unrelated to the EV controversy, yet the proximity of events fuels speculation. Detailed sales figures for the Luce remain undisclosed pending the July 30 second-quarter earnings release.
Verbatim Quotes
- “has decided to embark on a new chapter in his professional journey,” — Ferrari press release
- “I would like to thank Enrico for the extraordinary contribution he has made to Ferrari throughout his long career,” — Benedetto Vigna, CEO
- “With passion and expertise, he has played a significant role in the Company’s growth and in strengthening the Ferrari brand worldwide.” — Benedetto Vigna, CEO
- “destruction of a legend” — Luca Cordero di Montezemolo, former chairman
Outlook for Ferrari’s Electric Strategy
Di Silvestre inherits the task of aligning Ferrari’s traditional clientele with an electric future while the company protects its analogue heritage, exemplified by a recent patent for a gated manual shifter. Investors will gauge market acceptance of the Luce when second-quarter results are published on 30 July. Concurrently, competitors such as Porsche have reaffirmed a non-electric 911, highlighting divergent approaches within the luxury-sports segment.
