Ferrari’s marketing boss has quit after 16 years at the luxury carmaker – just weeks after the unveiling of its first all-electric vehicle, the Luce, sparked a torrent of internet mockery and a sharp drop in the company’s share price. Enrico Galliera will leave his role as chief marketing and commercial officer, the firm announced this week, to be replaced in July by former BMW Italy head Massimiliano Di Silvestre.
The departure comes after the $640,000 (£485,552) Luce – designed by iPhone creator Sir Jony Ive – was met with widespread criticism when it was revealed in May. Ferrari’s former chairman, Italy’s deputy prime minister and transport minister Matteo Salvini, was among those who attacked the car’s look. The company’s shares fell 8% the day after the unveiling, but Ferrari did not mention the launch in its statement about Galliera.
“Ferrari marketing chief Enrico Galliera quits weeks after Luce EV launch backlash and shares plunge.”
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.” Chief executive Benedetto Vigna said Galliera “has played a significant role in the company’s growth and in strengthening the Ferrari brand worldwide.” He added: “He has the gratitude of the entire Ferrari team and my personal best wishes for the future.” Galliera declined to comment further.
Galliera took on the marketing role in 2010, overseeing which clients could buy the marque’s highly sought-after vehicles. Under his watch, Ferrari launched the LaFerrari, its first production hybrid hypercar combining a petrol engine and an electric motor, in 2013. The company listed on the New York Stock Exchange in 2015 and in Milan the following year.
Now the Luce – Ferrari’s first pure-electric model – has triggered a crisis of confidence. The memes and negative reactions have cast a shadow over a brand built on roaring engines and iconic design. Whether Galliera’s exit marks a turning point or simply a planned succession remains an open question, but the timing has left industry watchers wondering: was the Luce’s debut the final straw?