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Dawn of a New Age: The Rolls Royce aimed at the new generation


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Dawn of a New Age: The Rolls Royce aimed at the new generation

The Rolls Royce Dawn, is a four-seater convertible based on the Ghost and Wraith — the company's smaller, less expensive models that appeal to younger but still extraordinarily well-off buyers.

Ahead of its much anticipated debut at the Frankfurt Motor Show next week, the official Rolls-Royce press release describes the Dawn as 'the sexiest Rolls-Royce ever built' and this model will certainly appeal to a younger audience with its statement striking orange 'Mandarin' interior contrasting with "Midnight Sapphire" bodywork.

In addition, this drophead convertible is fast as well doing 62mph in under five seconds and has a twin-turbo, 6.6-litre V12 that gets 563-horsepower.

The British luxury car maker opted for a soft top with this model, even though hard tops are more on trend, due to it being for 'reasons of aesthetics, romance and brand appropriateness'.

Another reason is that retractable hard tops take up a lot of space in the back of a car and this Rolls Royce seems to have prioritized interior room for passengers in the front and the rear seats. It also claims that it is as quiet as the fixed roof wraith and that the mechanism can be operated 'in total silence' in 22 seconds at up to 50 km/h, or about 31mph.

Rolls-Royce said the new Dawn would attract a new group of younger, more informal, but no less wealthy clients.

TV presenter and model Jodie Kidd fronted the launch campaign film which saw Rolls-Royce chief executive Torsten Mueller-Oetvoes spell out the company's vision. Rolls-Royce said the Dawn ‘looks superb with the hood up and stunning with it down’ and would make customers ‘feel like a star and look like a star’.

The new Dawn will be built at Rolls-Royce’s boutique factory on the Earl of March’s Goodwood estate – home of this week’s Goodwood Revival – in Chichester. Rolls-Royce is owned by German car giant BMW.

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