Stunning Rolls Royce Dawn revealed online

LONDON: Rolls Royce opted for the unusual move of online launching of its latest creation, the Rolls Royce Dawn Drophead, barely a week before its first appearance at Frankfurt Motor Show, the main event of the industry.

The launch format is a clear appeal to a new generation of younger buyers, most of whom have made their fortunes on the Internet.
First year’s production of Dawn is said to be sold out even before it comes to the markets.
The expansion of Rolls Royce continues with the addition of the Dawn, a soft-top convertible to sit alongside the Wraith coupe.
The new Dawn shares some underpinning with the Wraith coupe but the company insists this is a different car in its own right featuring 80% unique body panels. The company describes the new Dawn as “the world’s only true modern four-seater super-luxury drophead.”
Rolls Royce CEO Torsten Mueller-Oetvoes was interviewed on the roof of the Goodwood factory by model Jodie Kidd.
He introduced the car with some colorful description saying “Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date, and begins a new age of open-top, super-luxury motoring. Dawn is a beautiful new motor car that offers the most uncompromised open-top motoring experience in the world. It will be the most social of super-luxury drophead motor cars for those who wish to bathe in the sunlight of the world’s most exclusive social hotspots.”
He added “Quite simply, it is the sexiest Rolls-Royce ever built. Dawn looks superb with the hood up and stunning with it down and would make customers feel like a star and look like a star.”
Magic carpet
Rolls says it has worked hard to ensure that the Dawn is as smooth and quiet as other Rolls-Royce models despite the absence of a fixed roof, delivering on the firm’s famed ‘magic carpet’ ride. 
The firm says the Dawn is as quiet as the Wraith with the roof up, and as such is the quietest convertible on the market.
The roof retracts in 22 seconds at speeds of up to 30mph. the company describes the process of opening and closing the roof top as a “silent ballet.”
The new Dawn was inspired by a classic Silver Dawn from the 1950s of which only 28 models were ever built. It also took cues from the classic Italian film la Dolce Vita, by Federico Fellini, which celebrated the good life in Italy after WWII.
V12 power
The new Dawn is powered by a 6.6 liter 563bhp twin-turbo V12 engine linked to an eight speed ZF automatic gearbox that propels it from rest to 62mph in just 4.9 seconds with top speed restricted to 155mph.
This experience is enhanced by dynamic accelerator pedal mapping which delivers up to 30 percent increased response at medium throttle.
The result is that the new Dawn is Rolls-Royce’s most powerful full four-seat drophead motorcar to date, and thanks to its advanced engineering is lighter and more fuel efficient than the majority of compromised 2+2 convertibles in the market.
Average fuel consumption is said to be around 19.9 mpg with CO2 emissions at 330 g/km. Dawn uses 20 inch tires as standard with optional 21 inch tires.
The new Dawn looks stunning in Midnight Sapphire exterior and bright Mandarin leather interior, with spacious four seats. A horse-shoe shaped wood paneling at the rear echoes decking on luxury yachts.
The new Dawn comes with the latest automotive technologies including satellite-aided transmission that ‘reads’ the road ahead and prepares the car in advance for tight bends and satellite navigation that takes voice commands.
There is also a 16-speaker hi-fi with theater and studio settings and a rotary controller with touch-pad means no unsightly fingerprints on the 10.25 inch high definition screen. The system recognizes European Latin and Arabic characters, as well as Mandarin Chinese.
Rolls Royce hopes that Dawn, together with the planned SUV, would revive the company sales thought to be suffering this year from slow-down in China after five years of record-breaking sales.
Dawn would help the company attract new customers including younger buyers and women.
Giles Taylor, director of design, said: “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. It is about connecting to younger aspirations.”