Ferrari expects to lure new customers who are also "spider lovers" to the midcycle refreshed version of the Portofino convertible, which is now called the Portofino M. The company estimates that 50 percent of the Portofino M's sales will come from first-time Ferrari buyers.
The Portofino M (M stands for Modificata, which is Italian for modified) has "all the innovation we unveiled on our GT cars in the last three years," Ferrari marketing boss Enrico Galliera said during a presentation in September.
During an online event in March, product marketing manager Marco Bai said the Portofino M should also attract previous and current owners the Ferrari California and California T convertibles.
He also mentioned that the Portofino M's retractable hardtop is a key advantage over rivals that have softtops. The hardtop opens or closes in less than 25 seconds.