Over the past decade, Rolls-Royce Motor Cars has made a concerted to reach a younger and more trendy group of buyers.
These efforts include the introduction of the entry-level Ghost sedan in 2010 followed by the Wraith coupe in 2013 and the Dawn convertible in 2015.
And the company’s efforts seem to be working quite well.
In fact, since 2010, the average age of Rolls-Royce customers has fallen from 56 years of age down to just 45, Bloomberg reported.
Now Rolls is pushing even further into its “youth” revolution with a menacingly stylish line-up of bespoke Black Badge models.
On Wednesday, Rolls-Royce unveiled the Black Badge edition of the Dawn — joining the similar versions of the Wraith and Ghost that were introduced last year.
“Standing as a truly Bespoke response to the desires of a new breed of entrepreneur, Black Badge has already distinctly amplified the characters’ of Ghost and Wraith motor cars, placing them into consciousness of those that seek a commanding presence in the objects they commission,” Rolls-Royce Motor Cars CEO
Torsten Müller-Ötvös said in a statement. “Overwhelming demand from new patrons of luxury tells us the time is now right to apply this assertive, confident and powerful attitude to Dawn and open this truly transformative presence to the world.”
Each Black Badge Dawn will be individually commissioned and optioned to the specific wishes of the customer. So in theory, no two Black badge cars will be identical.
Under the hood, the Black Badge Dawn will get a little extra oomph to back up its sinister looks. The 6.6 litre, twin-turbocharged V12 engine remains. However, horsepower is up 30 to 593 ponies. The Dawn’s suspension and eight-speed ZF satellite-assisted automatic transmission have been adjusted to create a more “dynamic” driving experience.
According to Rolls-Royce, the Dawn Black Badge can make the sprint from 0 to 60mph in just 4.9 seconds and reach an electronically limited top speed of 155 mph.
The Rolls-Royce Dawn Black Badge will make its official world debut at the 2017 Goodwood Festival of Speed later this month. Rolls-Royce has not disclosed the official pricing for the Black Badge. However, the standard Dawn starts at a lofty $US335,000.