Drum roll please. We now know the name of Rolls-Royce’s forthcoming new vehicle, the Rolls-Royce Dawn. The British automaker unveiled its name Tuesday to dealers at the 2015 Rolls-Royce World Dealer Conference in Los Angeles.
“Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date,” said Torsten Mueller-Oetvoes, Chief Executive Officer. “Dawn is a beautiful new open-top motor car with a name that suggests the fresh opportunities that every new day holds – an awakening, an opening up of one’s senses and a burst of sunshine. It will be the most social of super-luxury motor cars for those beautiful people who wish to bathe in the sunlight of the world’s social hotspots.”
The name has a history behind it. It was used on a rare Rolls-Royce in 1949, but only ever applied to 28 very special drophead bodies between 1950 and 1954. (A 1952 Silver Dawn is pictured above.) A new beginning for Rolls-Royce at the time, the original Silver Dawn was the first Rolls-Royce to be offered with a factory-built body. The drophead Rolls-Royces that carried the name Dawn continued to be coach-built for individual customers, ensuring their uniqueness and rarity.
We have to say that someone in the Rolls-Royce PR department is having a field day with the description of the family’s newest addition. It’s described as “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.” The press release goes on to call it “new life, new possibilities, fresh horizons.”
We can’t make this stuff up. You can read that part of the press release here:
‘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.
We won’t have to wait too long for the Dawn to appear over the horizon. It will launch during the first quarter of 2016.