Ferrari has hired former BMW CEO Massimiliano Di Silvestre as its new marketing chief as the brand navigates the backlash over its first electric model, the Luce. Learn more now.
Ferrari announced today that Massimiliano Di Silvestre, the former Chairman and CEO of BMW Italy, will take over as Chief Marketing & Commercial Officer effective 1 July. He replaces long‑time veteran Enrico Galliera, who is departing after more than 16 years with the iconic marque.
Who is Massimiliano Di Silvestre?
Di Silvestre brings over two decades of international experience in the luxury‑automotive sector. He joined BMW in 2012, eventually leading the brand’s operations in Italy and helping solidify BMW’s position as a market leader in the premium segment. After nearly seven years at the helm of BMW’s Italian business, he left the company at the end of June to embark on his new role at Ferrari, reporting directly to CEO Benedetto Vigna.
Why the Luce launch sparked debate
Ferrari’s first fully electric model, the Ferrari Luce, was unveiled late last month. The sleek, futuristic styling – a stark departure from the brand’s traditional, aggressive design language – divided fans and critics alike. Many purists lamented the loss of the signature high‑revving V12 sound that has defined Ferrari for decades, while others praised the company’s bold step into the electric‑supercar arena.
Beyond aesthetics, the shift to an electric powertrain raised concerns about how Ferrari will preserve its performance heritage while meeting tightening emissions regulations and evolving consumer expectations.
Leadership change amid the controversy
Just days after the Luce debut, CEO Benedetto Vigna said the model was generating “strong interest” from both existing clientele and potential new buyers. However, Ferrari has yet to disclose concrete order figures, promising a detailed update by the end of July when the Q2 2026 results are released.
Enrico Galliera, who has been instrumental in reinforcing Ferrari’s global brand appeal, will stay on briefly to support the Luce rollout before his exit. Vigna thanked Galliera for his contributions and highlighted the importance of a seamless transition as the company navigates this pivotal era.
What the appointment means for Ferrari’s EV future
Di Silvestre’s arrival is seen as a strategic move to balance Ferrari’s storied motorsport legacy with the demands of the electric age. His track record in commercial transformation and brand positioning is expected to help the Italian marque retain its exotic allure while expanding its reach to a new generation of eco‑conscious luxury buyers.
- Strengthen marketing narratives around performance‑driven electrification.
- Leverage Di Silvestre’s BMW network to deepen partnerships in Europe and beyond.
- Guide the rollout of future electric models without diluting Ferrari’s core identity.
As Ferrari accelerates toward an electrified future, the industry will be watching closely to see whether the new marketing leadership can turn controversy into momentum and keep the prancing horse racing ahead of the curve.