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Dawn of the new era for Rolls Royce

Rolls Royce, traditionally the plaything of the well to accomplish man about town, hopes to attract more women.

The car maker on Wednesday popularized Sydney Harbour to file for its new convertible Dawn' since it moves to obtain additional females driving of the world's most prestigious car brand.

Sydney car enthusiasts were the very first in the Asia Pacific to trap a glimpse of the new soft top, two door prototype, with the car unveiled to the media on top of a luxury super yacht sailing the harbour.

The auto is a departure through the formal models Rolls Royce is known for, like the Phantom and Ghost.

Consequently, the customers that are lining up to get Dawn aren't your usual Top guns faithful.

'What we percieve from early indications is the fact that almost 60 % are really a new comer to Rolls Royce as being a brand,' Bentley Asia Pacific gm Michael Schneider told AAP.

'So they could have considered Most highly regarded previously, however they've made that call, made that key to order Dawn given it gives them whatever they see essential in a car.'

Marketed being a 'social' car   a vehicle for everyday use, Dawn will probably be fully customiseable, offering customers an opportunity to be a part of the procedure.

Dawn project manager, Jonathan Shears, says he's had customers look through their family photos and then try to recreate memories through their car modification team Bespoke.

'The customers really latched on that, and said actually I seriously want to tell my ray ban outlet story.'

A year ago, all of the cars purchased in Australia included some sort of customised item.

With the base ticket price for Dawn is $749,000 on road, the modifications won't come cheap.

The British car maker, who is owned by BMW, is keen to be expanded its female usage, saying the first time, there is an equal share between men and women customers coming ray ban sale online to the dealerships.

'Rolls Royce isn't a man's brand anymore,' Mr Schneider said.

'They (women) won't avoid driving a car like this.'

As the company is staying tight lipped on how many pre order buyers it's already secured for Dawn since its September global launch, it's saying sales are above expectations.

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