LONDON -- Rolls-Royce expects its Dawn convertible to attract more younger buyers and more women to the brand.
The company on Tuesday released pictures and details of the new model ahead of the car’s unveiling at next week’s Frankfurt auto show.
The Dawn "will build on the success of Wraith in attracting a younger generation of successful entrepreneurs," a Rolls-Royce spokesman told Automotive News Europe.
The Dawn is based on the Wraith coupe but Rolls-Royce said that 80 percent of the Dawn’s body-panels are new compared with the Wraith.
Changes to the front-end design include a more recessed front grille and more prominent front bumper. The rear of the car tapers off in a manner that Rolls-Royce describes as echoing the boat-tail designs of early convertible cars from the brand.
Rolls-Royce said the Dawn will be the only ultraluxury convertible on the market capable of seating four adults in comfort. It also claimed the car is the world’s quietest convertible and the first to be as quiet as the coupe version on which it's based.
“Quite simply, it’s the sexiest Rolls-Royce ever built,” Rolls-Royce CEO Torsten Mueller-Oetvoes said in a statement.
Director of Design Giles Taylor told Reuters that the Dawn would help to bring new customers to the 111-year old brand who have a more modern approach to car ownership.
"It's a driver's car and we believe that we are reaching out to customers that may have perceived a level of opulence and formality with previous Rolls-Royces," he said. "It is about connecting to younger aspirations."
The brand has spent several years trying to branch out from its core market of older men who traditionally buy 200,000 pound-plus ($305,080) cars to be driven by a chauffeur.