"We want to open doors to new clients that say, 'I would love to have a Ferrari but I don't see one that fits my practical necessities, " says Mr. Montezemolo, who estimates at least 40% of its FF customers are first-time Ferrari buyers.

WSJ: Handcrafted Cars Geared for Soccer Moms

One of the most memorable examples of this on-again, off-again partnership with the FF involved a very different kind of costume change.

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Ferrari hasn't said how much the upgraded FF costs, although we imagine that the iOS-linked costs are drops in the bucket next to the vehicle itself.

ENGADGET

But, squeezing between lumbering delivery trucks and hornet-like scooters in the familiar pandemonium of an Italian town, the FF was barely more intimidating than a Toyota Yaris: easy to place, good visibility, easy power delivery.

BBC: Cruising around northern Italy