Rolls-Royce aims 'Dawn' at young ultra-high networth individuals

Rolls-Royce Motor Cars Kuala Lumpur has launched Rolls-Royce Dawn, a super luxury drophead, targeting young ultra-high networth individuals.

Managing Director Datuk Micheal Ong said the RM4 million four-seater is to leverage on a new interest generated among the new generation.

"The market is for the ultra-luxury market. We do not intend to sell a lot," he told reporters at the launch of the model here today.

The Dawn is an addition to a full-range of iconic Rolls-Royce marque, namely Phantom Series II, Ghost Series II and Wraith, as well as the second drophead to that of the Rolls-Royce Phantom Drophead Coupe.

"Our clients are getting younger and our customer base is getting wider. That is also one of the reasons why we launched the car like Dawn today, to target younger audience and entrepreneurs," said Rolls-Royce Motor Cars Regional Sales Manager David Kim.

Globally, 3,785 units of Rolls-Royce were sold in 2015.

Rolls-Royce Motor Cars Kuala Lumpur is the sole distributor of Rolls-Royce cars in Malaysia.