Massimiliano Di Silvestre has been appointed Ferrari's Global Chief Marketing and Commercial Officer, taking over from Enrico Galliera. This change comes after the Luce, Ferrari's first electric vehicle, received a mixed reception.
The Italian automaker announced on 24/6 that Di Silvestre will assume his new role from 1/7, joining the group's leadership and reporting directly to CEO Benedetto Vigna. Di Silvestre recently departed BMW in late May, where he served for nearly seven years as president and CEO of its Italy branch.
Di Silvestre brings over 20 years of international experience in the premium and luxury car segments, particularly in business model transformation and commercial development. Under his leadership, BMW secured the top position in Italy's luxury car market for two years, 2024 and 2025.
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Ferrari Luce electric supercar. Photo: Ferrari |
Di Silvestre's appointment marks the end of Enrico Galliera's 16-year tenure as one of Maranello's most veteran senior executives. Galliera was instrumental in elevating Ferrari's global brand status and appeal during his time.
A source told Reuters that Galliera and Ferrari had agreed to part ways earlier this year. However, both parties decided he would remain to complete the launch campaign for the company's strategic electric vehicle.
This senior personnel change occurs amidst intense public criticism for Ferrari's Luce electric vehicle, which debuted in late May. Many reviewers found Luce's design too unconventional, arguing it departed from Ferrari's signature muscular and aggressive aesthetic. Disappointment was also expressed over the abandonment of the traditional petrol engine.
Days after the launch event, CEO Vigna stated that the company had received "significant interest" in Luce from both existing and new customers. Ferrari is currently keeping detailed order figures confidential, with specific numbers expected to be released at the end of July, coinciding with the Q2 financial results.
Electrek commented that CEO Benedetto Vigna, recruited from the semiconductor world with 26 years at STMicroelectronics, remains firmly in his position. His mandate is to steer the brand into an electrified and software-driven future, having initiated the electrification plan. Thus, while the marketing director position changes, the architect of this strategy remains.
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