Ferrari has made a dramatic leadership change, removing its long-serving marketing chief after a wave of criticism surrounding the company’s first fully electric model, the Ferrari Luce.
The Italian supercar manufacturer is facing one of the most turbulent periods in its recent history. Long regarded as a brand that set the standard rather than followed public opinion, Ferrari found itself at the center of intense criticism after unveiling the Ferrari Luce, its first all-electric production car.
Ferrari Sacrifices Marketing Chief to Calm Public Outrage
As often happens during major corporate crises, someone ultimately pays the price. Ferrari has officially dismissed longtime Chief Marketing and Commercial Officer Enrico Galliera after 16 years in the role, making him the highest-profile casualty of the backlash surrounding the Luce.
Why Did the Ferrari Luce Receive So Much Criticism?
The controversy was never about Ferrari building an electric car. The company had prepared enthusiasts for electrification since April 2021, and most understood that even the Prancing Horse would eventually embrace the electric era.
Instead, criticism centered on the Luce’s styling. Many enthusiasts and automotive journalists described the design as resembling “an iPhone on wheels,” while others compared it to the notoriously unconventional Fiat Multipla, often cited as one of the ugliest cars ever produced.
Even Ferrari Legends and Politicians Weighed In
The criticism quickly extended beyond social media.
Former Ferrari chairman Luca di Montezemolo delivered one of the strongest reactions, saying:
“If I said what I really think, I would hurt Ferrari. We risk destroying a legend. I’m deeply sorry.”
He even suggested removing the Prancing Horse badge from the car.
Italy’s Deputy Prime Minister and Minister of Transport Matteo Salvini also criticized the design on X, writing:
“Is this supposed to be innovation? God knows what Enzo Ferrari would have said if he had seen this.”
When Apple Design Meets Ferrari
One of the biggest talking points surrounding the Luce is the team behind its design.
Ferrari enlisted Sir Jony Ive, Apple’s former Chief Design Officer, alongside renowned industrial designer Marc Newson to collaborate with Ferrari design chief Flavio Manzoni.
The goal was to create a bold new Ferrari without abandoning the brand’s DNA. However, many critics argue that only the Prancing Horse badge and the rear lights inspired by the Ferrari 360 Modena and 458 Italia clearly identify the car as a Ferrari.
The Fall of Ferrari’s “Dr. No”
Galliera was far more than Ferrari’s marketing executive.
Having held the position since 2010, he earned the nickname “Dr. No” for deciding who could purchase Ferrari’s most exclusive limited-production models.
Under his leadership, Ferrari famously blacklisted celebrities including Justin Bieber and Kim Kardashian for modifying their cars without factory approval or failing to maintain them according to Ferrari’s standards.
Despite that reputation, Galliera ultimately became the public face of Ferrari’s latest crisis.
Ferrari Turns to a BMW Executive
Ferrari has already named Massimiliano Di Silvestre as its new Chief Commercial and Marketing Officer, effective July 1, 2026.
Di Silvestre brings more than two decades of experience in the premium automotive industry, including 17 years with BMW Group and the past seven years as President and CEO of BMW Group Italy. He will report directly to Ferrari CEO Benedetto Vigna.
A Familiar Pattern in the Automotive Industry
Ferrari’s decision follows a familiar pattern seen across the automotive world.
Jaguar Land Rover recently experienced a similar situation after the controversial Type 00 concept triggered widespread criticism, eventually leading to the departure of design chief Gerry McGovern and later CEO Joe Eberhardt.
Volkswagen followed a comparable path during the Dieselgate emissions scandal, when former Volkswagen America CEO Michael Horn stepped down in 2016 despite not being directly involved in developing the software at the center of the controversy.
ArabGT’s Take
Replacing Ferrari’s marketing chief does not change the fact that the Ferrari Luce’s design remains the center of the controversy. Bringing in designers from the consumer electronics world may have delivered a futuristic appearance, but Ferrari has always been a brand driven by emotion, passion, and unmistakable Italian styling rather than minimalist, tech-inspired aesthetics.
The real challenge now falls to Massimiliano Di Silvestre, who must convince Ferrari loyalists that the company’s electric future can preserve the character that made the Prancing Horse an icon.
