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Dawn of a New Era as Rolls Royce Launches a New Convertible to Attract Women Drivers

If you have a little extra saved up for your next car (around £250,000 extra to be precise) and fancy a slightly more upmarket drive, Rolls Royce has unveiled its new convertible model, Dawn, designed to attract more female drivers to the brand.

Even if Rolls Royce hadn’t openly acknowledged that women were an important target market with this latest model, their sales blurb leaves no stone unturned in their efforts to emphasise Dawn's feminine wiles: “sensuous”, “alluring”, “poised”, “slender” and “endlessly sociable” are just a few adjectives artfully employed to lure the ladies.

The car is all that and more. Rolls Royce CEO Torsten Mueller-Otvoes has described Dawn as “the sexiest Rolls Royce ever”, but there’s nothing dainty about the car's credentials under the hood. Its 6.6 litre (yes, 6.6 litre!) twin-turbo V-12, 563 horsepower engine flexes some serious muscle, even if its 22mpg fuel economy is as limp as its closest luxury rival, the recently announced Bentley Bentayga 4 x 4.

Dawn’s technology is also not for the faint-hearted. A night-vision system detects the heat signature of pedestrians and animals, while the radar-based cruise control and a GPS enabled eight-speed automatic transmission make for impressive small talk over the foie gras. On the lighter side, Dawn has a 10.25 inch infotainment system controlled by a multi-way joystick. Women drivers may also be lured to Dawn by the Mulliner hamper set complete with refrigerator, fine Linley China, cutlery and crystal glass.

Luxurious features, naturally, are an integral element of any Rolls Royce and Dawn is no exception. Crafted rosewood and Mandarin leather contribute to an opulent interior, or as Rolls Royce describes it, “a cosseting private haven and uplifting spaciousness.” Quite.

The vibrant colour of the leather seats in launch promotions isn’t to everyone’s taste, however. A comment from one critical reader on Cnet says scathingly of the car’s interior, “Looks like someone ate a pumpkin and threw up in it.” A pithy, if inelegant summary which will divide opinion. As many customers are expected to order bespoke finishes, however, the colour choice will undoubtedly be a matter for personal taste.

The company’s design director, Giles Taylor, said, “I think the sensuality of the car will probably attract more women than with the Wraith, which hopefully stands us in good stead.”

A shame, then, that Dawn’s promotional video only shows men at the wheel. To be fair, their lady passengers seem happy enough with the back seat, but it would have been nice to see Rolls Royce putting women, quite literally, in the driving seat.

If you have the wherewithal to order your own Rolls Royce Dawn, you’ll need to be patient; the company quietly started taking orders months before the car was even officially launched, and deliveries aren't scheduled to begin until April 2016.

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