Ferrari Fires Marketing Chief After Luce EV Becomes a Meme-Factory

Enrico Galliera, the long-time marketing boss at Ferrari, has officially departed the company just weeks after the Luce electric car debut. While the corporate press release claims this was a "new chapter," the timing coincides perfectly with a sharp dip in stock prices and a wave of public mockery. Massimiliano Di Silvestré, a veteran from BMW Italy, is set to step in and try to clean up the mess starting July 1st.

The Luce project, which features interior design input from none other than Jony Ive, struggled to justify its staggering €550,000 price tag when it was finally unveiled in Rome. Despite promises of over 1000 hp and a 530 km range, critics fixated entirely on the exterior aesthetics, which many fans labeled as uninspired. The design proved so polarizing that it effectively overshadowed the actual engineering specs, turning the car into a laughingstock on social media before a single unit even hit the production line.

Ferrari continues to insist that the vehicle is racking up orders despite the backlash, maintaining the narrative that it's a "real" car that just happens to be electric. Production remains scheduled for late 2026, with deliveries slated for early 2027. The company's gamble on rebranding their traditional driving experience for an electric future is now tethered to a controversial aesthetic that CEO Benedetto Vigna is desperately defending to shareholders.

Firing the marketing guy is the oldest trick in the corporate playbook to distract from a fundamentally flawed product launch. It seems the higher-ups at Ferrari are betting that a fresh face in the C-suite can convince wealthy buyers to ignore their own eyes and trust the brand's heritage instead of the ugly reality in the garage.

Source: Electrek