Ferrari Changes Marketing Head After Controversial Launch of the Luce Model

Ferrari announced a significant change within its management structure with the appointment of Massimiliano Di Silvestre as the new marketing and commercial head starting from July 1st. The manager replaces Enrico Galliera, a historic figure of the company who worked for over sixteen years in Maranello, handling the brand’s commercial and communication strategies in recent years.

According to the official communication, Galliera chose to embark on a new professional path. However, the decision comes just weeks after the presentation of the Luce, Ferrari's first fully electric vehicle, a debut that generated mixed reactions and coincided with a significant drop in the company's stock value, around 8% in just one day.

The company did not directly link Galliera's departure to the new vehicle's presentation, but the temporal proximity of the two events has inevitably fueled interpretations and speculations. Especially since the launch of the Luce was one of the most discussed in the brand's recent history.

The Main Criticisms Facing Ferrari and the Communication Strategy Surrounding the Luce

One of the main criticisms concerns the communication strategy adopted. Ferrari had already revealed the model name in the preceding months, the interiors designed by Jony Ive, and much of the technical features, including performance exceeding 1,000 horsepower and an estimated range of about 530 kilometers. At the time of the official presentation, the truly novel element was therefore the external design.

The aesthetics of the vehicle monopolized public debate. The lines of the Luce have divided enthusiasts and observers, generating comments, discussions, and numerous reactions on social networks. Another point highlighted by analysts is the absence of road tests during the event.

Ferrari constructed much of the communication around the idea that the Luce maintains all the driving emotions typical of the brand despite being electric. However, no journalist had the opportunity to drive the car during the presentation, leaving the central message of the campaign without practical demonstration.