Economy, Auto

Rolls-Royce Targets Young Buyers

Rolls-Royce Targets Young Buyers
Rolls-Royce Targets Young Buyers

Rolls-Royce expects its Dawn convertible to attract more younger buyers and more women to the brand.

The company recently released pictures and details of the new model ahead of the car's unveiling at the upcoming Frankfurt Auto Show slated for Sept. 17-27.

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 80% 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 ultra-luxury 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.

Director of Design Giles Taylor told Reuters that the Dawn would help bring new customers to the 111-year-old brand who have a more modern approach to car ownership.

"It is 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 $300,000 plus cars to be driven by a chauffeur.

Currently about 70% of buyers are men.

"I think the sensuality of the car will attract probably more women than with the Wraith which hopefully stands us in good stead," Taylor said.

  Fabric Roof

The Dawn has a fabric roof that can be raised or lowered in 22 seconds. It will go on sale globally in the first quarter of next year.

The car will be the brand’s second convertible after the larger Phantom Drophead Coupe.

The Dawn has slightly more rear legroom than the Phantom convertible at 937 mm, equaling that of the Wraith coupe. The rear-hinged doors allow for easier entry and exit for passengers in the back, the brand said. The Dawn uses the same 6.6-liter twin-turbocharged V12 engine as used by the Wraith and Ghost sedan. The engine develops 571 hp and the Dawn can sprint from 0-100 kph in 4.9 seconds.

The Dawn is expected be priced between the Wraith, which costs $352,000 and the Phantom Drophead Coupe, which costs $530,000. The Dawn will expand Rolls-Royce’s lineup to four cars. The brand has said it will add an SUV-styled vehicle.

Rolls-Royce sold a record 4,063 vehicles last year, up 12% on the year before.

The brand’s largest market is the US followed by China and the UAE, the brand said. The UK is at No. 4.