Ferrari has reportedly parted ways with Chief Marketing and Commercial Officer Enrico Galliera following the troubled launch of the company’s first fully electric vehicle, Luce. The highly anticipated debut failed to meet expectations, triggering a sharp negative reaction from investors and sending Ferrari shares down approximately 8% in a single trading session as concerns grew over the company’s EV strategy.
The launch was expected to mark one of the most important moments in Ferrari’s modern history. As the legendary Italian automaker entered the electric vehicle market, investors hoped the company would successfully combine its iconic brand, performance heritage, and premium pricing with next-generation electric technology. Instead, the unveiling received a largely negative response from customers, enthusiasts, and market observers, with many criticizing the vehicle’s design, positioning, and overall presentation.
According to reports, Ferrari’s leadership concluded that the primary issue was not the product itself but how it was introduced to the market. Rather than attributing the disappointing reception to engineering or product development, the company reportedly determined that the launch strategy and marketing campaign failed to communicate the car’s vision and value proposition to customers.
The decision underscores the importance luxury automakers place on brand perception. Unlike mass-market manufacturers, Ferrari sells exclusivity, heritage, and emotion as much as performance. Every product launch is carefully orchestrated to reinforce the company’s image, making marketing execution a critical part of its commercial strategy. A poorly received debut can have an outsized impact on investor confidence, particularly when introducing a completely new product category.
The setback also highlights the broader challenges facing traditional luxury carmakers as they transition toward electrification. While demand for high-performance EVs continues to grow, manufacturers must balance technological innovation with the identity and emotional appeal that built their brands. Ferrari’s customers have historically been drawn to the company’s distinctive engine sound, driving experience, and motorsport legacy, elements that are more difficult to replicate in an electric vehicle.
Despite the disappointing launch, analysts believe Ferrari remains one of the strongest brands in the global automotive industry. The company continues to generate industry-leading profit margins, enjoys years-long waiting lists for many models, and maintains exceptional pricing power. Investors will now be watching closely to see whether Ferrari adjusts its EV strategy and marketing approach before the commercial rollout of Luce.
The leadership change signals that Ferrari intends to respond quickly to the market’s reaction as it prepares for the next phase of its transition into the electric era.
