The Maserati MC20 supercar has a new look and a new name: MCPura.

The Modena firm has subtly revised the design of its five-year-old V6 flagship to keep it up to date with newer rivals like the McLaren Artura, and range-mates including the Grecale and Granturismo.

Revealed at the Goodwood Festival of Speed, the supercar has a new badge that reflects its 'pure' character, according to Maserati. The company said: "We have achieved energy in its purest form: pure speed, pure luxury and pure Italian passion."

While the Ferrari 296 and McLaren Artura use their V6 engines as part of a plug-in hybrid system, the MCPura remains a pure-combustion proposition, with its 3.0-litre Nettuno engine still sending 621bhp and 531lb ft to the rear axle through a Tremec eight-speed dual-clutch gearbox.

Maserati pegs the 0-62mph time at 2.9sec and says it will go from rest to 186mph in just 8.8sec.

There are no significant mechanical changes, but the MCPura has a new front end with a reshaped grille and diffuser modelled on the hardcore MCXtrema track car. A cleaner diffuser design at the rear is in keeping with the model's broadly understated styling – an attribute that, designer Klaus Busse says, has been at the heart of the MC20's appeal

"Its design is not decorative," he said. "It's purposeful. Every line, every element, serves aerodynamic efficiency, cooling and performance - wrapped in elegant restraint."

He added: "This is purity realised."

Meanwhile, there is a new twin-spoke wheel design reminiscent of those fitted to the 1953 Maserati A6 GCS, and new colour options including the flagship Aqua Rainbow - a triple-layer blue-green that changes hue according to light.

There are also subtle updates to the cabin, which now makes much more liberal use of Alcantara and features a new steering wheel inspired by that used in the MC20 GT2 racer - with a flat top and bottom, and the option of LED gearshift indicators.

Both the fixed-roof coupé and Cielo convertible have been revealed ahead of production beginning in September for customer handovers the following month.

Maserati says the MCPura will not be limited in production but emphasises that it will be built to order, with a high level of personalisation meaning no two examples are likely to be the same.

The company will confirm prices nearer to the launch, but the MCPura will command a premium over the previous car, which started from around £230,000.