Ferrari appoints former BMW Italy boss Massimiliano Di Silvestre as global marketing chief after the controversial Luce electric supercar debut. Read more now.
Ferrari has announced a top‑level shake‑up in its marketing department. Effective July 1, former BMW Italy chief Massimiliano Di Silvestre will take over as Global Director of Marketing and Sales, succeeding Enrico Galliera.
Why the change now?
The timing coincides with the mixed reception of the Luce, Ferrari’s first fully electric supercar, which hit the stage in late May. While the model showcases the brand’s push toward electrification, many fans and critics complained that its design strays too far from the classic, muscular silhouette that defines a Ferrari.
Di Silvestre’s pedigree
Di Silvestre brings more than two decades of luxury‑automotive experience. He spent nearly seven years at the helm of BMW’s Italian operations, where he helped the German marque capture the top spot in Italy’s premium‑car market for 2024 and 2025. His expertise lies in transforming business models and expanding commercial networks, skills that Ferrari hopes will boost the global appeal of its electrified lineup.
Galliera’s exit
Enrico Galliera, a veteran of the Maranello stable for 16 years, will depart after overseeing the Luce launch. Sources close to the company told Reuters that the split was mutually agreed upon earlier this year, with Galliera staying on briefly to see the electric model’s rollout through to completion.
Market reaction to the Luce
The Luce has sparked a polarizing debate. Some enthusiasts argue that its avant‑garde styling erodes the brand’s heritage, while others appreciate the bold step toward a software‑driven, zero‑emission future. CEO Benedetto Vigna, a former semiconductor executive, defended the project, saying the model has generated “significant interest” from both traditional and new customers.
Ferrari has kept sales figures under wraps, promising to reveal concrete numbers by the end of July, alongside its Q2 financial results.
What’s next for Ferrari?
With Di Silvestre at the marketing helm, the company aims to balance its storied performance DNA with the demands of an increasingly electrified market. The leadership transition underscores Ferrari’s commitment to evolve without alienating the passionate fan base that has defined the brand for more than eight decades.
Stay tuned for updates on how Ferrari’s new marketing strategy will shape the future of luxury electric sports cars.