In spite of the Chinese economical downfall, Rolls Royce is being optimistic. It just announced a new convertible named Dawn that is supposed to compensate the Asian gap by appealing to a wider array of customers, especially women and younger businessmen.
The first seven months of 2015 furred eyebrows in the auto world, as the volume of sales dropped globally by a stinging ten percent. After the unspectacular success of the two-door coupe Wraith, Rolls-Royce followed the global trend and lost 10.3 percent of sales, reaching 2,035 sold cars in July this year. In China, an annual drop of 15 percent is expected by the BMW-owned Rolls Royce. This comes in great contrast to the 4,063 models delivered by the luxury manufacturer in 2014, in a bold strategic move to widen its client base.
The chief executive Torsten Mueller-Oetvoes explained that the United States car market was always the main target for the producer and that the current problem China is facing will only slightly impact the overall sales. He is confident that the outstanding quality and specs of the car will speak for themselves, leaving the competition behind.
Challenging times are ahead for the auto producer, after spending the last couple of years enlarging its base market from older conservative business owners to younger, more dynamic men. The brand seeks to add new dimensions to its name and appeal to owners who would like the full experience of a luxury car, driving included.
"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," director of design Giles Taylor said.
The 111-year old brand took another step towards modernity on Tuesday when it presented the vehicle online. For a complete experience, Dawn will be on full live display at the more traditional setting of the Frankfurt Motor Show, starting Sept. 17.
Rolls-Royce, owned by Germany's BMW since 1998, affirms that Dawn is the quietest convertible in the world. It also hopes to attract buyers from other niches than the old, white men that are accustomed to pay over $300,000 for an automobile.
"I think the sensuality of the car will attract probably more women than with the Wraith which hopefully stands us in good stead," Taylor said.
Without disclosing information about the price, the company states that it had already received a few hundred orders for the car already.
