A New Dawn: Rolls Royce Unveils New Luxury Car

By Nick Cowen on at

Rolls Royce has a long lineage of tagging its cars with ethereal monikers. Over the years the luxury car company has produced the likes of the Silver Seraph, the Ghost, the Wraith and the Phantom. It's almost as though someone over in their marketing department is pitching character ideas at Marvel.

Today, the company added the name of 'Dawn' to its catalogue; the car in question, a new drophead (that's a convertible to our American cousins) that looks like it'll cost more money than we'll ever see in our lives, was unveiled to car dealers in Los Angeles.

Well, perhaps 'added' isn't entirely accurate. Apparently, Rolls Royce used the Dawn branding back in 1949 for a very limited run of drophead cars - 28 in total - between 1950 and 1954.

“Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date,” Rolls Royce CEO Torsten Mueller-Oetvoes said.

“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 press release accompanying the unveiling of the Dawn doesn't really delve too heavily into the vehicle's specifications. Most of it's just a lot of fancy prose about the new character of Rolls Royce and how Dawn represents that 'tentative, inchoate, anticipatory state... the world coming to light from the ethereal dark of the night'. You can check it out over on Rolls Royce's official site, if you like.

The only hard fact it contains is that the Dawn will be available in the first quarter of next year. Millionaires, have your wallets handy!