Long-time Ferrari Marketing Exec OUT After First EV ‘Luce’ Flops, Said To ‘Look Like a Nissan’
June 25, 2026
First Jaguar, and now Ferrari.
The classic car brands that try to ‘modernize’ their products in a wokeish way are taking a beating, and the geniuses behind the failed experiments are getting ousted.
Remember the reactions to Luce?
The internet is roasting Ferrari’s first EV
The new Ferrari Luce looks less like a supercar and more like a budget Nissan or Toyota. The design was created by former Apple designer Jony Ive.
And for a $640,000 price tag, the specs don’t impress many people either: 450 km of… pic.twitter.com/6lGlo5wWos
— NEXTA (@nexta_tv) May 26, 2026
Iconic Italian carmakers Ferrari announced on Tuesday (23) that former BMW Italy head Massimiliano Di Silvestre is the new chief marketing and commercial officer, replacing long-time executive Enrico Galliera.
The man who shaped Ferrari’s image for more than a decade is leaving the company weeks after the troubled unveiling of its first electric car, with a former BMW executive drafted in to steady the brand. https://t.co/Xwoysi880i
— euronews (@euronews) June 25, 2026
Reuters reported:
“The management change comes shortly after Ferrari unveiled the divisive Luce, its first electric car, in a launch that drew widespread criticism.
Di Silvestre, who left BMW at the end of last month after serving as president and CEO of the group’s operations in Italy for almost seven years, will take up the new role on July 1. He will join Ferrari’s leadership team, reporting directly to CEO Benedetto Vigna, the luxury sports car maker said in a statement.”
NEW: Ferrari’s product chief says critics just need time to “digest” its divisive first Luce EV. pic.twitter.com/7USOG0TMke
— Polymarket (@Polymarket) June 25, 2026
Di Silvestre has two decades of international experience in the luxury automotive sector, including – that’s important – ‘expertise in business transformation and commercial development’.
“Under Di Silvestre, who joined BMW in 2012, the German company gained a leading position in Italy’s premium auto market in 2024 and 2025.”
BBC reported:
“Ferrari thanked Galliera for his service and said he had ‘decided to embark on a new chapter in his professional journey – a decision shared with the company some time ago’.
The Luce was heavily criticized when it was unveiled in May. Ferrari did not mention the launch in its statement about Galliera’s departure.
Chief executive Benedetto Vigna said that Galliera ‘has played a significant role in the company’s growth and in strengthening the Ferrari brand worldwide’.”
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Author: Paul Serran