Ferrari replaces marketing chief following electric vehicle launch controversy
June 23, 2026
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Key Takeaways
Ferrari's chief marketing and commercial officer, Enrico Galliera, has departed the company following the launch of the Luce electric vehicle, with Massimiliano Di Silvestre taking over as his successor, in a move that may impact the luxury electric car's marketing strategy.
The Luce EV boasts impressive specs, including over 1,000 horsepower and a 530 kilometre range, but its launch was marred by a polarizing exterior design, sparking criticism and memes across social media, which may affect its appeal to Canadian electric vehicle enthusiasts.
The Luce is expected to be priced around $640,000 in Canada, with potential eligibility for the iZEV incentive and provincial rebates, and its limited availability will be restricted to select dealerships in major cities like Toronto and Vancouver, making it a rare and exclusive electric vehicle option.
Ferrari Replaces Marketing Chief Following Rocky Debut of Luce Electric Car
Ferrari has announced the departure of its chief marketing and commercial officer, Enrico Galliera, just weeks after the highly anticipated launch of the Luce, the luxury automaker's first electric vehicle. The company has appointed Massimiliano Di Silvestre, former BMW Italy boss, as Galliera's successor, effective July 1. Although Ferrari framed Galliera's exit as a personal decision, the timing is notable, given the Luce's launch wiped approximately 8% off Ferrari's stock in a single day.
Launch of Luce Electric Car
The Luce, with its Jony Ive-designed interior and impressive performance specs, including over 1,000 horsepower and around 530 kilometre range, was expected to be a game-changer for Ferrari. However, the launch was marred by a polarizing exterior design, which dominated the conversation and sparked memes and criticism across social media. Ferrari's decision to reveal the car's specs and interior months in advance, while withholding the driving experience, has been questioned. The company's pitch for the Luce is that it's a Ferrari that happens to be electric, but by not allowing journalists to drive the car, Ferrari relied on faith rather than firsthand experience to convey the driving emotion.
Canadian Context and Pricing
For Canadian enthusiasts, the Luce is expected to be priced around $640,000, although Canadian pricing has not been officially confirmed. The car may be eligible for the Canadian government's iZEV incentive, which offers a rebate of up to $5,000 for eligible electric vehicles. Additionally, some provinces, such as British Columbia and Quebec, offer their own rebates and incentives for EV purchases. Canadian availability of the Luce is expected to be limited, with select dealerships in major cities like Toronto and Vancouver.
Future of Ferrari's EV Ambitions
Despite the rocky launch, Ferrari's CEO Benedetto Vigna remains committed to the company's electrification plan. Vigna, who joined Ferrari from the semiconductor world, has been instrumental in driving the brand's electric and software-defined future. As long as Vigna is at the helm, it's likely that Ferrari will stay the course on electrification. For Canadians considering an EV, including the Luce, powering it with solar energy at home can help lock in low running costs for years, especially with electricity rates increasing nearly 10% last year. Home solar options, including lease and PPA options with zero upfront cost, can provide significant savings and protection against future rate increases.
