Cars

Ferrari Appoints New Marketing Head Amidst Strategic Model Launches

authorBy Edward Loh

DateJun 25, 2026

Read Time3 min

Ferrari has recently announced a significant change in its executive leadership, bringing in a seasoned automotive professional to steer its marketing and commercial operations. This move comes as the iconic Italian automaker navigates a crucial period of portfolio expansion, marked by the introduction of new and innovative models. The new appointment is set to influence Ferrari's strategic direction, particularly in maintaining its revered brand exclusivity while exploring new market segments, including its foray into electric vehicles.

New Vision, Enduring Legacy: Ferrari's Strategic Marketing Evolution

Ferrari's New Marketing Leadership: A Strategic Appointment from BMW Italia

In a notable executive reshuffle, Ferrari has brought Massimiliano Di Silvestre, previously the chief executive of BMW Italia, onboard as its new Chief Marketing and Commercial Officer. This appointment is effective July 1, 2026, and entrusts him with the comprehensive oversight of Ferrari's global commercial and marketing endeavors. This strategic hiring signals Ferrari's intent to reinforce its market position and adapt to the evolving luxury automotive landscape, drawing on Di Silvestre's extensive experience from a prominent European premium manufacturer.

Massimiliano Di Silvestre's Extensive Automotive Background

Massimiliano Di Silvestre's transition to Ferrari follows a nearly two-decade-long career with the BMW Group. During his tenure, he served as President and CEO of BMW Italia, where he was instrumental in fostering significant growth for the brand. His leadership was particularly impactful during a transformative era for the automotive industry, characterized by the accelerating shift towards electrified vehicles. His proven track record in commercial leadership and international business development was a key factor in Ferrari's decision to appoint him to such a pivotal role within the company.

Transition and Departure: Enrico Galliera's Legacy at Ferrari

Di Silvestre will succeed Enrico Galliera, who is stepping down from his role at Ferrari after more than 16 years of dedicated service. Galliera's tenure saw remarkable achievements, including a substantial increase in annual vehicle deliveries and a significant boost in revenue. His efforts were crucial in solidifying Ferrari's brand value within the highly competitive luxury segment, leaving a strong foundation for his successor to build upon.

Shaping Ferrari's Future: Navigating New Product Launches and Electrification

The incoming marketing chief faces the formidable challenge of guiding Ferrari through a dynamic period. Following the successful introductions of the Purosangue and the new Luce models, Ferrari is actively broadening its product portfolio. A significant aspect of Di Silvestre's role will involve balancing this expansion with the brand's unwavering commitment to exclusivity—a cornerstone of its global prestige. Additionally, he will be instrumental in preparing the market for Ferrari's first all-electric vehicle, a venture that requires careful strategic communication to resonate with both traditionalists and new customers alike.

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