Rolls-Royce Dawn, a super-luxury, four-seater convertible was launched recently and will be available to customers in the Middle East, among other regions, in the first quarter of next year.
The 2016 model was unveiled in an unusual manner – through a single, global launch, live-streamed online to select invite-only guests, a first for the luxury automaker.
The launch – either an effort to ride the digital wave, or reach a new, younger client base – represented the beginning of an era for the otherwise classic brand and is a true reflection of the new car, which has an estimated starting price of $300,000.
The Dawn is powered by a 6.6-litre, twin-turbo, V-12 engine, boasting 563hp and 575lb-ft of torque. It is set to be “the most social of super-luxury drophead motor cars,” according to Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.
However, this is not Rolls-Royce’s first Dawn. In 1952, the British luxury automaker released the Silver Dawn drophead model – the inspiration for the current Dawn.
Silver Dawn was the first Rolls-Royce car to be offered with a factory-built body – only 28 cars from the model were built for individual customers.
Prior to the launch, observers speculated that the new Dawn would be a drophead version of the Wraith coupé, the brand’s most “sporty” model. While there are some similarities, Rolls-Royce argues that “80 per cent of the exterior body panels of the new Dawn are newly designed to accommodate an evolution of Rolls-Royce’s design.”
Compared with the Wraith, the Dawn’s front grille is lower by roughly 45mm, while the lower front bumper is extended by 53mm.
Meanwhile, the brand claims that, when covered, the Dawn provides the quiet ambience of a Wraith. It is important to note that the Dawn boasts a fabric soft-top, while the Wraith has a metal roof.
The Dawn’s fabric roof can reportedly fold in 22 seconds, while the car is in motion at a speed of up to 50km per hour.
Moreover, Rolls-Royce prides itself on having supposedly sorted out the all-time problem of cramped rear seats in convertibles, with the Dawn boasting spacious back seats where adults can sit comfortably.
“The idea of creating a car like Dawn that can be used in comfort by only two adults on a day-to-day basis is anathema. In creating Dawn, we have accepted no compromise to the comfort and luxury of four adults who want to travel together in the pinnacle of style,” Giles Taylor, Director of Design at Rolls-Royce Motor Cars, says.
Combining the more dynamic and vibrant look of the Dawn coupé with progressive technologies and impressive performance, the brand is aiming to attract a younger client base – creating a new dawn.
Have a look at the early footage of the Dawn released by Rolls-Royce, just days before its official launch at the Frankfurt Motor Show.