Ultra luxury British automaker Rolls Royce has just introduced officially its latest model, the Dawn cabrio, set to take the stage in front of the public during the 2015 IAA Frankfurt motor show.
The model signals a strategy move towards a younger audience that will tend to drive the vehicle and its desire to increase its brand appeal to women – a crucial feat since the brand has seen falling sales in a major market – China. Rolls-Royce, owned by Germany’s BMW AG, the world’s largest premium automaker, has been impacted by the Chinese market slowdown. Besides the economic and stock market worries it has to face in the world’s biggest auto market, the British ultra-luxury marquee also has to contend with the Chinese government’s recent attack towards wealthy spenders. For now, the worldwide sales figures have gone down 10 percent during the first seven months of the year and Chinese deliveries this year could plunge as much as 15 percent – according to the BMW board member ruling over the brand. That comes in contrast to the record 4,063 cars the brand sold last year as it moved to broaden its appeal and introduced a second model line.
Rolls-Royce has been trying for years to overcome its traditional direction – sell outrageously lavish cars, with prices north of $300,000, to older men that use a chauffeur to be driven around. “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,” comments Director of Design Giles Taylor about the Dawn convertible. “It is about connecting to younger aspirations,” he added, as the 111-year old marquee seeks to deliver a more modern approach to its vehicle line.