Ferrari Appoints New Marketing Chief Amid Electric Model Debut Controversy

Ferrari is ushering in a new era for its marketing and sales division with the appointment of Massimiliano Di Silvestre as its new chief, effective July 1, 2026. Di Silvestre, who previously served as president of BMW Italia, takes over from Enrico Galliera, a key figure who departs Maranello after more than 16 years.

While the company officially frames this as a planned personnel change, the timing is notable. It follows the highly debated launch of the 'Luce,' Ferrari's first-ever electric model. This transition comes as Ferrari navigates the complex challenges of electrification, digitalization, and evolving customer expectations in the premium segment.

Di Silvestre's extensive experience at BMW Group, where he led the Italian division through its own electrification and digital transformation, is expected to be invaluable. Ferrari faces the critical task of building desirability and managing customer demand for its electric offerings, a process described as "managing desire rather than selling in the traditional sense."

Enrico Galliera's tenure, spanning from 2010 to 2026, was marked by significant growth, with Ferrari more than doubling its annual deliveries and strengthening its position as a highly coveted automotive brand. During his time, the company also introduced its first hybrid hypercar, the LaFerrari, and successfully debuted on the New York and Milan stock exchanges. Ferrari's management thanked Galliera for his contributions to the company's development and global brand enhancement.