Ferrari’s first electric car, the Luce, is off to a rough start. It’s being widely criticised not just by enthusiasts but also by the brand’s loyal customers.
Besides the fact that the Luce deviates from the core identity and DNA of Ferrari, the car has been introduced at a time when performance EV sales have hit rock bottom. The writing has been on the wall, but Ferrari was too committed to the project. The result was an 8% crash in Ferrari’s stock in a single day.
Now, Ferrari’s marketing boss has become the first casualty of the Luce EV launch. The company has fired Chief Marketing and Commercial Officer Enrico Galliera. Massimiliano Di Silvestre, the former head of BMW Italy, has been named as his successor.
Ferrari has not confirmed that Galliera’s exit after 16 years with the brand is because of the market backlash following the launch of the Luce EV. However, the timing is certainly hard to ignore.
