Rolls Royce Targets Younger BMW Buyers With $325.000+ Convertible - 10 Times The Price Of An Entry Level BMW

The Dawn is based on the Wraith coupe and it is aimed at attracting more younger buyers and more women to the BMW-owned ultraluxury brand.

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.

Rolls-Royce said the Dawn will be the only ultraluxury 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.

“Quite simply, it’s the sexiest Rolls-Royce ever built,” Rolls-Royce CEO Torsten Mueller-Oetvoes said in a statement.

Frankfurt Motor Show Preview Gallery 

TheSteve - 9/8/2015 10:13:35 AM

+3 Boost

in *MY* mind, RR has an image of being a "mature" guy's car, and that's hard to shake. Ditto with Bentley, except if you pimp it out, in which case it reminds me of young-n-stupid-with-lotsa-dough, like some rappers or professional athletes.

When *I* think "younger (male) drivers", I picture the appeal of Ferrari and Lamborghini, which speak to testosterone, look at me, and (working on) getting the girl.

Totally unscientific, I know. Just the stuff in my head.

MDarringer - 9/8/2015 7:29:47 PM

+1 Boost

It looks as fat and flabby as Oprah's ass.

GMCadillac - 9/8/2015 10:52:41 PM

-3 Boost

M, don't worry. All you care about is reliable cars like Corolla, meaning Asian crap.

Besides, you can't really afford one anyway.

What you should worry about is Hyundai Accent, Toyota Corolla and such cars, not this super elite-class European beast.

runninglogan1 - 9/9/2015 4:36:38 AM

+2 Boost

Lol. You're the nerd who calls the hot chick ugly because he knows he'll never have her.

carloslassiter - 9/9/2015 8:37:19 AM

+3 Boost

Anyone considering this thing might in theory consider a decked out MB convertible, but certainly nothing cheaper than that.

TheSteve - 9/9/2015 9:57:21 AM

+1 Boost

MB is Mercedes Benz (AKA Daimler Benz). Rolls Royce is owned entirely by BMW. They're totally different brands and products, so no, this Rolls is NOT "a decked out MB covertible"!

Jaybrn - 9/12/2015 7:43:40 AM

+1 Boost

I believe Carloslassiter is referring to RR buyers cross shopping high line Benz models. The new S class coupe in S65 AMG form is $250k, the convertible would be of course be more expensive than that, I'd guess at least 270k , not too far off the RR dawn.