The Dawn, New Rolls Royce Convertible

The unveil marks the first time in Rolls-Royce Motor Cars’ history that a new model was launched globally online. While the naming convention looks to the past there’s nothing old fashioned about the way Rolls Royce revealed the Dawn to the public.

Rolls-Royce 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.

Rolls-Royce Motor Cars today globally unveiled its latest new model, the Rolls-Royce Dawn, during an exclusive online launch “Digital Dawn”, featuring company CEO Torsten Muller Otvos.

High-end brands have suffered in recent months due to the slowdown in China, the world’s second-largest economy, which has also seen its stock market plunge, a currency devaluation and a government crackdown on conspicuous consumption.

Now about 70 percent of buyers are men.

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

When the Rolls-Royce Dawn goes on sale later this year, it will likely command a price premium over the Wraith coupe, which already starts at a steep $288,600.

The Dawn uses the same 6.6-liter twin-turbocharged V12 engine as used by the Wraith and Ghost sedan. Putting out 563 hp and 575 lb-ft of torque through an eight-speed automatic, the big engine can move the hefty, 5,644-lb convertible from 0-62 miles per hour in a surprisingly sprightly 4.9 sec. The brand has said it will add an SUV-styled vehicle.

The Dawn will expand Rolls-Royce’s lineup to four cars. The United Kingdom is No. 4. Mechanically, one can argue that the Rolls Royce Dawn is identical to Wraith with slight updates, which it happens to be based on.