In photos: Rolls-Royce reveals new Dawn convertible, for younger drivers

Luxury British carmaker Rolls-Royce Motors launched a new convertible model Tuesday, aiming to increase its appeal to women and younger drivers amid declining sales in China.

Rolls-Royce has spent several years trying to branch out from its core market of older men who traditionally buy 200,000 pound-plus ($406,000) cars to be driven by a chauffeur.

Director of Design Giles Taylor told Reuters the “Dawn” convertible would help to bring new customers to the 111-year old brand who have a more modern approach to car ownership.

“It’s a driver’s car and we believe that we are reaching out to customers that may have perceived a level of opulence and formality with previous Rolls-Royces,” he said. “It is about connecting to younger aspirations.”