Former BMW and MINI executive Stefanie Wurst will lead Ferrari's global marketing efforts as the brand enters the EV era.
Ferrari has named Stefanie Wurst as its new Chief Marketing and Communications Officer. Wurst, who previously held senior leadership positions within BMW Group and most recently led the MINI brand, will officially join the Italian automaker on September 1.
She succeeds Carla Liotti, who departed Ferrari earlier this year. In her new role, Wurst will oversee the company's global marketing strategy, corporate communications, and brand image at a pivotal moment in Ferrari's history.
Her appointment comes as Ferrari prepares for one of its biggest transformations yet with the launch of its first all-electric production model, the Luce. The vehicle has already generated significant attention, with some praising Ferrari's willingness to embrace a new era while others have questioned both its styling and the very idea of an electric Ferrari. Wurst and her team will play a key role in communicating how the new model fits within the company's long-standing philosophy.
She brings extensive experience to the position. During her time at BMW Group, Wurst held leadership roles in sales, marketing, and corporate strategy before being appointed head of MINI. There, she helped guide the brand through the expansion of its electric vehicle lineup and a broader repositioning strategy. That experience could prove especially valuable as Ferrari works to electrify its portfolio without compromising the identity that has defined the marque for decades.
The leadership change comes at a time when Ferrari must carefully balance the expectations of its traditional customer base with those of a new generation of buyers. Models powered by V6, V8, and V12 engines remain central to the brand's image, but hybrid and fully electric vehicles are becoming an increasingly important part of its long-term business strategy.
Wurst's challenge will be to preserve the emotional appeal that has always defined Ferrari while convincing customers that electrification can become a natural extension of the brand rather than a departure from its heritage.