Ferrari Appoints New Commercial Director Amidst Electric Model Controversy

Ferrari has appointed Massimiliano Di Silvestre, previously the head of BMW Italia, as its new Commercial and Marketing Director. He will replace Enrico Galliera, a key executive with deep ties to the brand's exclusive clientele, starting July 1st. Di Silvestre, who led BMW Group Italia for nearly seven years, is credited with positioning the Italian subsidiary as a market leader.

This leadership change occurs at a critical juncture for Ferrari. The company recently unveiled the Luce, its first fully electric model, which has drawn significant criticism regarding its design and departure from traditional brand codes. Ferrari stated that Galliera's departure was his decision to pursue new professional opportunities, communicated to the company some time ago, aiming to distance his exit from the Luce launch's reception.

Galliera's departure also follows his public refutation of rumors about Ferrari's allocation system for its most exclusive models. He denied that purchasing the Luce would be a prerequisite for accessing future limited-edition series, calling such a strategy a "huge mistake" that could alienate customers and harm residual values. Ferrari's allocation system historically considers customer relationships, purchase history, event participation, and vehicle collection longevity.

In 2025, approximately 84% of new Ferraris were sold to existing owners, with 56% going to those who already owned multiple Ferraris. The Luce, launched in late May, features four independent motors totaling over 1000 horsepower, a 0-100 km/h acceleration of 2.5 seconds, and a top speed. Priced around 550,000 euros in Europe, its first deliveries are expected in the last quarter of 2026. The model also marks Ferrari's entry into the five-seater market.

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It would be a huge mistake to pressure clients to buy a car they don't want, as it could lead to dissatisfied buyers and affect the residual value of the model.