Ferrari NVMarketing chief replaced after EV backlash; execution risk around launches and pricing, but new hire may improve EV positioning.

Ferrari is replacing Chief Marketing and Commercial Officer Enrico Galliera following backlash to its first fully electric model, the Luce. Massimiliano Di Silvestre, formerly with BMW Group Italy, has been appointed to lead global marketing and commercial efforts. The leadership change comes as the auto industry ramps up electric vehicle investment and highlights the tension between heritage design and electrification. Galliera spent more than sixteen years shaping Ferrari's commercial approach, and his departure introduces execution risk around product launches, pricing, and communication. Di Silvestre's background in selling premium vehicles in a regulated European market may help refine Ferrari's EV positioning while preserving brand exclusivity.
Ferrari NVMarketing chief replaced after EV backlash; execution risk around launches and pricing, but new hire may improve EV positioning.