Rolls-Royce has launched “the sexiest car the company has ever built” in a huge marketing stunt for its new Dawn.

The Dawn is intended to attract “younger, even more social customers”, the chief executive of the BMW-owned company said, and will “extend the frontier of the Rolls-Royce brand”.

Rolls-Royce has been trying to attract more women and younger people to its cars and the Dawn is the latest attempt to shake off its traditional image.

Giles Taylor, director of design, said that the new car means Rolls-Royce was “reaching out to customers that may have perceived a level of opulence and formality with previous Rolls-Royces. It is about connecting to younger aspirations.”

The 155mph Dawn – which starts at £250,000 before the company’s craftsmen begin personalising it – could help end the current sales slump that Rolls-Royce finds itself in, having reported a more than 10pc drop in the number of cars sold in the first half of this year.

bbabo.Net