Rolls-Royce Dawn: will new convertible appeal to women?

Rolls-Royce, the most traditional of carmakers, broke with precedent yesterday to unveil its new model in an interactive web video rather than on stage at a motor show – as these things are usually done.

That's just one way in which the luxury carmaker is seeking to overturn its old-fashioned image, reverse declining demand and appeal to a younger generation of motorists.

Global sales were down 10 per cent at the BMW-owned company in the first seven months of the year, The Guardian reports, with sales in China a particular concern given the economic difficulties there. Analysts predict that sales could be 15 per cent down by the end of the year.

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The new model, charged with putting that trend into reverse and broadening the 111-year old brand's appeal, is a convertible model named "Dawn". Traditionally, Rolls-Royces have been bought by older men with chauffeurs.

"It's a driver's car", Rolls-Royce's director of design Giles Taylor said in an interview with Reuters yesterday. "We believe that we are reaching out to customers that may have perceived a level of opulence and formality with previous Rolls-Royces. It is about connecting to younger aspirations."

One of the Dawn's promotional images features a woman getting into the car, though notably she is getting into the passenger seat, not the driver's.

According to Taylor, however, the car has been designed with female drivers in mind. "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.

Rolls-Royce has yet to announce the price of the new convertible, but experts say it is likely to go on sale for in excess of £200,000.