Ferrari has dismissed its head of marketing, Enrico Galliera, following the poor reception of its first electric vehicle, the Luce. The model, priced at 550,000 euros, was criticized for its design and cost, causing a drop of more than 8% in the company's shares. This move shows that even luxury brands face risks when innovating in the electric market.
The technical challenge of electrifying Ferrari's luxury ⚡
The Luce was meant to prove that Ferrari could transfer its high-performance DNA to electric mobility. However, the design broke with the brand's classic aesthetics and the 100 kWh battery failed to convince in terms of range compared to rivals like Rimac or Lotus. The integration of the thermal management system and the vehicle's final weight were weak points that affected the driving dynamics expected by the most purist customers.
Galliera is out, but the Luce stays in the garage 🏎️
It seems the marketing head didn't find reverse gear in time to dodge this disaster. Now Ferrari is looking for someone who can sell ice to Eskimos, or better yet, sell an electric Ferrari to a customer paying 550,000 euros for a car that sounds like a luxury vacuum cleaner. Next time they want to innovate, maybe they should ask their customers first if they prefer a V12 engine or a fast charger.