Rolls Royce doesn’t often release new cars, and even rarer does it come with a completely new name. However, the next car to spring forth from the world’s foremost brand of motoring luxury will be a drophead model called ‘Dawn’.
Ghost, Phantom, Wraith - those are the only three names to wear the Spirit of Ecstasy over past decade or so. The car itself is expected to be based on the current Wraith coupé sans its roof and some choice additions to set it apart even further. Powering it could be the same 623hp 6.6-litre V12 seen in the Wraith.
“Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other RollsRoyce to date,” said Torsten Mueller-Oetvoes, their Chief Executive Officer.
Virtually nothing else accompanies the name announcement from Rolls Royce besides some photos of its Silver Dawn drop top of 1952 (not such a new name after all) and some very spirited words about the philosophy and immense care the company took in picking the name. Seriously, it’s worth a read purely for its fluffy self-aware hyperbole.
‘Dawn' perfectly expresses the character of the new Rolls-Royce. In its tentative, inchoate, anticipatory state, dawn is the world coming to light from the ethereal dark of the night. The early-day chill of dawn provides an erotic tingle on the skin, awakening the senses and passions as the day begins. Like Eleanor Thornton, thought by many to be the inspiration behind the Spirit of Ecstasy, the Rolls-Royce Dawn will also prove itself to be the muse that leads its owner to believe that at the start of the day, anything is possible.
The new Rolls-Royce Dawn is beguilingly visceral. It excites both men and women - they want it, they need it and they want to immerse themselves in it. It is languid and beautiful, fresh and fragrant and awakens the passion of your life.
New life, new possibilities, fresh horizons - a tingling, anticipatory ambience in the air - all signified by a new Dawn.
Wow. Okay then.