Rolls-Royce Dawn: An Erotic Awakening for Beautiful People

By Joann MullerForbes Staff

Automakers often use hyperbole when touting their newest models, but few can match the breathless anticipation conjured up in a press release today from Rolls-Royce Motor Cars. The British super-luxury brand, owned by BMW Group, said its next model, a convertible, will be called the Rolls Royce Dawn, reviving a name from the early 1950s. The car, “an exciting and sensuous drop head,” was unveiled at a meeting of Rolls-Royce’s 130 worldwide dealers in Los Angeles. “Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date,” purred 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.” You might need a cold shower by the time you finish reading the press release :

‘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.

Rolls-Royce Dawn is the fourth new model since BMW took over the super-luxury brand in 2003. When it goes on sale in early 2016, it will join the Phantom, Ghost and Wraith. Rolls-Royce has also said it plans an SUV, but has yet to provide any details.