Launching a brand-new supercar in the middle of a pandemic? Bold move. Sadly, for Maserati, the MC20's timing was as cursed as leaving your umbrella at home in a thunderstorm. Sales never quite caught fire, and the promised electric version fizzled out before it even plugged in.

Enter the MCPura—Maserati’s latest attempt to remind everyone it still knows how to build something jaw-droppingly fast and unapologetically Italian.

Unveiled at the Goodwood Festival of Speed, the MCPura is essentially the MC20 with a fresh haircut and a new name inspired by none other than Albert Einstein himself. Yes, Maserati is rolling out the big brain references, declaring in its press release: “E = MCPURA.” Translation: this car is supposed to be a pure, multiplied expression of excellence. Or something like that.

Underneath the poetic marketing, the hardware stays gloriously familiar. A twin-turbo 3.0-liter V-6—dubbed Nettuno—still pumps out 621 horsepower. Paired with an eight-speed dual-clutch gearbox, it launches the MCPura from zero to 60 mph in a retina-flattening 2.9 seconds. Keep your foot in it, and you’ll hit 202 mph.

Like before, you can pick your flavor: coupe or Cielo (convertible, for those who prefer their hair whipped into submission by the wind).

The styling has been tweaked just enough to keep your neighbor guessing. The front and rear fascias are reshaped, and Maserati’s paint team has clearly been let off the leash. New colors include Devil Orange, Verde Royale, and Night Interaction—plus the show-stopping Ai Aqua Rainbow, a shimmering hue that made its debut at Goodwood in matte and gloss finishes.

Inside, the MCPura feels a touch more special, thanks to Alcantara-trimmed seats laser-etched with the Maserati trident. Because if you’re spending a quarter of a million dollars on a car, subtlety is strictly optional.

And speaking of spending: while Maserati hasn’t confirmed U.S. pricing, expect something around $250,000 for the coupe and closer to $285,000 for the drop-top Cielo. Deliveries kick off this December, just in time to treat yourself for the holidays—assuming you’ve been exceptionally good this year.

Whether the MCPura can break Maserati’s streak of bad timing is anyone’s guess. But one thing’s clear: between Einstein equations, kaleidoscope paint, and a soundtrack courtesy of 621 furious horses, the MCPura isn’t here to blend in.

Because sometimes, you need a little hyperbole—and a lot of horsepower—to make a fresh start.