The new Rolls-Royce Dawn is displayed at the 66th International Motor Show (IAA) in Frankfurt am Main on Sept 15, 2015. [Hao Yan / chinadaily.com.cn]

Rolls-Royce Motor Cars' CEO Torsten Mueller-Oetvoes said, "Our new Rolls-Royce Dawn promises a striking, seductive encounter like no other Rolls-Royce to date, and begins a new age of open-top, super-luxury motoring.

"Dawn is a beautiful new motor car that offers the most uncompromised open-top motoring experience in the world. It will be the most social of super-luxury drophead motor cars for those who wish to bathe in the sunlight of the world's most exclusive social hotspots. Quite simply, it is the sexiest Rolls-Royce ever built."