Rolls-Royce has today unveiled its new model, the Dawn, in an exclusive online launch, called ‘Digital Dawn’.
Company chief executive Torsten Muller Otvos said: “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.
“Quite simply, it is the sexiest Rolls-Royce ever built."
The digital launch was aimed at what Rolls-Royce believes is its younger customer base of 40-to-45-year-olds.
Video: global unveiling of the Rolls-Royce Dawn
Video: open top driving
Jeremy has been a journalist for 30 years, 20 of which have been in business-to-business automotive. He was a writer and news editor on AM-sister brand Fleet News for three years before setting up the AM website. For the last five years he has been Bauer B2B’s head of digital helping to manage the digital assets of AM, together with Fleet News, Commercial Fleet, Rail and Smart Transport.
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