Rolls-Royce's Dawn Shows Rich Still Want $335,000 Convertibles
- Convertible sales last year down 51% from 2004 peak, IHS says
- With the top up, the new Dawn will be as silent as a sedan
First Look: The Dawn, New Rolls-Royce Convertible
Rolls-Royce’s new Dawn convertible is a sign that there’s still a market for top-down driving among people with 300,000 euros ($335,000) to spend on a car.
The BMW AG brand unveiled the two-door model in a webcast on Tuesday after a decade of declining industrywide sales for open-top cars. Mass-market consumers who want something sporty may have switched to SUVs, but the ultra-wealthy can have both. Three convertibles targeted at this kind of buyer will make their debut next week at the Frankfurt International Auto Show: the Dawn, the Ferrari 488 Spider and a rag-top version of the Mercedes-Benz S-Class.