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The Ferrari Portofino was unveiled on the Italian Riviera in the village of Portofino at two exclusive evenings on 7 and 8 September 2017, at which Piero Ferrari, Sergio Marchionne, Sebastian Vettel and Giancarlo Fisichella were present. It was also shown at Maranello on September 9 and 10 during the Ferrari 70th Anniversary celebration.
By the end of 2017, the Portofino was unveiled in Asia, namely China and Japan, where China is said to be a big market for the car. In Japan, the vehicle was initially private-previewed in November, before the official debut in February 2018. Prices in Japan start from JPY25,300,000. Prices in the U.S. start from $215,000.
In Hong Kong, the Portofino was launched in late March 2018, making it the third time in Ferrari's history to launch a new car in the Hong Kong's Peninsula Hotel (Enzo in 2003, followed by FF in 2010). Unlike previous occasions where the vehicle launch occurred in only one part of the ground floor lobby, the Portofino's launch occupied the hotel's entire ground floor area, where a few other Ferrari models were also parked outside the drop-off area, and creative lighting featuring the Ferrari's Prancing Horse logo was also projected on the hotel's exterior walls. A China-spec, left-hand drive model was displayed, which features a simplified Chinese menu display—a rare move for Ferrari as not all Chinese-speaking Asian regions would receive a Chinese language menu. Pricing for the Portofino in Hong Kong (as of April 2018) starts from HK$3.5M, with deliveries scheduled later in the year. A proper right-hand drive model was first spotted at the city's 488 Pista launch event on late June 2018.