After criticism of Luce’s design, Ferrari fires executive who had been in charge of the brand for 16 years

Ferrari changed the command of its marketing amid the negative repercussion of Luce, its first all-electric car. The company announced the departure of Enrico Galliera, a marketing and commercial director who had held the position for 16 years, weeks after the model was met with harsh criticism — including from former executives and Italian officials.

Known by the nickname “Dr. No”, Galliera was one of the most influential figures of the manufacturer: he personally decided who could buy the rarest and most exclusive models and even barred celebrities such as Justin Bieber and Kim Kardashian for not complying with the brand’s standards. To replace him, Ferrari has chosen Massimiliano Di Silvestre, who takes over on July 1 and will report to Chief Executive Benedetto Vigna. With more than two decades in the premium sector, he led the Italian operations of the BMW Group.

Coincidence?

The crisis began with the presentation of Luce, unveiled in May in Rome. Although the electrification of the brand was already expected since 2021, it was the design of the model that caused the greatest repercussion. Valued at around R$ 3.25 million (550 thousand euros), the first four-door, five-seater Ferrari divided opinions among experts, enthusiasts and executives in the sector, and collected comparisons on social networks – from “iPhone on wheels” to “Ferrari Multipla”, in reference to the Fiat considered one of the ugliest cars ever made.

The criticism reached big names. Former Ferrari president Luca di Montezemolo said the brand risked “destroying a legend” and even suggested removing the emblem from the car. Italy’s Deputy Prime Minister and Minister of Transport, Matteo Salvini, also mocked the project, asking on social media what Enzo Ferrari would say in the face of it.

Luce was designed in partnership with former Apple design chief Jony Ive and designer Marc Newson — both from the LoveFrom studio — alongside Ferrari’s design director, Flavio Manzoni. The proposal was to usher in a new era for the manufacturer without abandoning its visual heritage once and for all, preserved in details such as the taillights inspired by the 360 Modena and the 458 Italia.

The search for a “culprit” after a controversial launch is not unprecedented in the sector. A similar move occurred at Jaguar, whose design chief left the company after the reaction to the Type 00 electric concept, and at Volkswagen, during Dieselgate, when executive Michael Horn left his position despite not having participated in the fraud created in Germany.