Rolls-Royce ceases production of its Dawn convertible
Rolls-Royce Motor Cars signaled the end of a glorious, glamorous era as it ceases production of its Dawn convertible. In this retrospective, the marque reflects on the best-selling drophead in the brand’s history as it takes its own unique place in the pantheon of great Rolls-Royce motor cars.
Following the success of Phantom VII, and its stablemates Phantom Coupé and Phantom Drophead Coupé, an increasingly youthful, universally self-confident and sociable client base was drawn to the Rolls-Royce brand. These new super-luxury consumers required a motor car that, like the first transformative models of Rolls-Royce’s Goodwood era, captured the glamour and romance of super-luxury motoring; but did so in a fashion completely in tune with their contemporary tastes and lifestyles.
Rolls-Royce CEO, Torsten Müller-Ötvös, recognised that there was space in the marque’s product portfolio to fulfil these clients’ desires. Accordingly, he challenged his designers to create not just a stablemate to Phantom Drophead Coupé, but an entirely new kind of super-luxury convertible. More than simply a beautiful motor car, it should evoke the romance and glamour that informs so much of Rolls-Royce’s legend, while offering a social, approachable and contemporary expression of open-top touring to an ascendant new generation.
Furthermore, it had to be completely new. Three years earlier, Rolls-Royce had launched its fastback coupé Wraith; but the idea of repurposing it was never considered. Instead, the marque’s designers found inspiration much earlier in the company’s vast and storied history. Between 1950 and 1954, Rolls-Royce made just 28 examples of the Silver Dawn drophead coupé. The Dawn nameplate, with its connotations of new beginnings, fresh opportunities and glorious vistas, was unanimously approved as the perfect candidate for a 21st Century reincarnation.
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