Ferrari has announced a major leadership change just weeks after its first fully electric vehicle, the Luce, triggered one of the most divisive reactions in the company’s recent history.
The Italian luxury carmaker has appointed Massimiliano Di Silvestre, the former president and CEO of BMW Italy, as its new Chief Marketing and Commercial Officer. He will take charge on July 1, replacing Enrico Galliera, a long-serving Ferrari executive who spent more than 16 years shaping the company’s commercial strategy and global brand image.
The timing has naturally raised eyebrows.
Ferrari’s Luce EV, a five-seat electric grand tourer priced at around €550,000, was unveiled in Rome last month as the company’s first full-electric production model. The launch was followed by heavy criticism online, with many enthusiasts questioning its design, proportions and distance from Ferrari’s traditional petrol-powered identity.
A Change That Looks Sudden, But Was Not
At first glance, Galliera’s exit may appear connected to the Luce’s polarising debut. Ferrari shares also came under pressure following the reveal, adding to the perception that the company was facing a commercial and reputational headache.
But Ferrari has pushed back against the idea that this is a reactionary move.
According to people familiar with the transition, Galliera and Ferrari had agreed to part ways at the beginning of the year, well before the public saw the Luce. Galliera reportedly stayed on to guide the company through the launch of its most important new product in years before moving on to a new professional chapter.
That makes the change less of a boardroom purge and more of a carefully planned handover, even if the timing has made it difficult to separate from the Luce conversation.
Di Silvestre Brings Luxury Market Experience
Di Silvestre arrives from BMW Group Italy, where he spent nearly seven years leading the company’s operations. During his tenure, BMW strengthened its position in Italy’s premium automotive market, while Di Silvestre built experience in commercial development, luxury branding and business transformation.
Those skills will matter at Ferrari.
The company is now navigating a delicate shift. It needs to attract a new generation of affluent EV buyers without alienating loyal customers who still associate the Prancing Horse with V8S, V12S, racing heritage and mechanical drama.
Ferrari CEO Benedetto Vigna has said the Luce has received strong interest from both existing and new customers. However, the company has not yet released order figures and is expected to provide more details alongside its second-quarter financial results at the end of July.
The Luce Is Ferrari’s Biggest Brand Test Yet
The Luce is not just another model launch. It represents Ferrari’s attempt to prove that electric performance can still carry the emotional weight of one of the world’s most recognisable automotive brands.
With more than 1,000 horsepower, four electric motors and a claimed range above 500 kilometres, the Luce has the numbers to impress. But Ferrari’s challenge is bigger than performance figures. It must convince buyers that silence, screens and batteries can still feel special enough to wear the famous badge.
Di Silvestre now inherits that task.
His appointment may have been planned months ago, but his first weeks at Ferrari will be closely watched. The Luce has opened a new chapter for the company. Now Ferrari must decide how to make that chapter resonate with customers, investors and its fiercely loyal fan base.
