Ferrari’s Marketing Chief Resigns Following Criticism of Electric Car Launch
Ferrari’s chief marketing and commercial officer, Enrico Galliera, has announced he will resign after nearly two decades at the company. His decision comes shortly after the automaker faced backlash over its first electric vehicle, the Luce. Galliera is set to leave in July, with Massimiliano di Silvestre, previously at the helm of BMW Italy, stepping into the role next month.
The company expressed gratitude towards Galliera, noting that he “has chosen to begin a new chapter in his professional life,” a decision he had communicated some time ago. Interestingly, there was no mention of the controversial Luce in the announcement, which had drawn significant criticism since its debut in May.
CEO Benedetto Viña lauded Galliera’s contributions, highlighting his pivotal role in expanding the Ferrari brand globally. “He would like to wish him the best in his future endeavors,” added Vigna, acknowledging Galliera’s significant tenure at the company.
Galliera, who took on the role in 2010, had a major impact on the exclusive customer selection process for Ferrari’s prized vehicles. He was part of many key moments during his time at the brand.
However, despite the accolades, Galliera’s term also included the unfortunate launch of the Luce. Reports indicate that the vehicle faced backlash from investors, fans, and even from former Ferrari chairman Luca Cordero di Montezemolo, who expressed deep reservations about its design and electric powertrain. He suggested that if he shared his true feelings, it could harm Ferrari.
Fans were particularly unimpressed with the vehicle’s appearance, leading to a 5% drop in Ferrari’s stock during morning trading. The Luce’s debut marks a significant shift from Ferrari’s usual design aesthetic, even as other luxury brands like Porsche and Lamborghini are reconsidering their electric vehicle strategies due to declining consumer interest. Social media reactions compared the Luce’s design unfavorably with standard EVs already available.
