In 2025, Rolls-Royce Motor Cars will celebrate a milestone in its illustrious history: the centenary of the Phantom. For a century, the Phantom nameplate has been synonymous with peerless luxury, exceptional craftsmanship, and engineering excellence. As Rolls-Royce’s flagship model, the Phantom represents the pinnacle of automotive achievement, embodying the ethos of “the best of the best.”
“One hundred years ago, Rolls-Royce launched the first motor car to bear what would become the most evocative and enduring nameplate in its history: Phantom. Through eight generations, Phantom’s fundamental role as the pinnacle Rolls-Royce motor car has always been the same: to be the most magnificent, desirable and above all, effortless motor car in the world – the very best of the best. In many respects, the history of Phantom is the history of Rolls-Royce: always moving with the times and its clients’ needs and requirements, transcending fleeting trends and providing the setting for the most remarkable executions of craft and artistry, all while resolutely refusing to compromise its core engineering and design principles. We’re proud to continue this tradition of excellence, elegance and serenity into the next 100 years,” said Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars.
As the centenary approaches, Rolls-Royce continues to celebrate the Phantom’s enduring legacy. With each generation, the Phantom has set new benchmarks for design, technology, and bespoke artistry. Today, it remains the ultimate canvas for clients’ most imaginative visions.
A History of Excellence: The First Phantom
Rolls-Royce’s reputation for engineering perfection was first cemented with the Silver Ghost, launched in 1906. By 1921, however, Henry Royce recognised the need for a successor to maintain the marque’s leadership. The result was the New Phantom, introduced in 1925.
An advertisement in The Times on 2 May 1925 announced, “Rolls-Royce Ltd beg to announce that, after prolonged tests, they can now demonstrate and accept orders for a new 40/50 H.P. chassis. The original chassis of this type was the famous Silver Ghost, and to prevent confusion such chassis will be known as the Silver Ghost model, whereas the new chassis will be known as the New Phantom.” This marked the first official use of the Phantom name, which would come to symbolise Rolls-Royce’s dedication to quiet luxury and ethereal grace.
The New Phantom, later known as Phantom I, preserved Rolls-Royce’s “sweet running qualities” while introducing significant advancements. Available in long and short-wheelbase versions, the model provided owners with extensive customisation options. From concealed writing desks to secret compartments, the New Phantom was a bespoke masterpiece that catered to every whim of its discerning clientele.
The Evolution of the Name
The Phantom name, chosen for its evocative quality, was the brainchild of Claude Johnson, Rolls-Royce’s Commercial Managing Director. Johnson’s flair for branding extended to earlier models, with names like “Silver Ghost” and “Green Phantom.” His naming strategy highlighted the supernatural quietness and refined grace of the marque’s vehicles.
Johnson’s innovative naming conventions distinguished Rolls-Royce cars in a competitive market. Names like Phantom, Wraith, and Ghost captured the imagination and elevated the brand’s mystique. Yet, history might have taken a different turn had Johnson’s less inspired suggestions, such as “The Cookie” or “Yellow Bird,” been adopted instead.
Phantom II and the Pursuit of Perfection
Building on the success of its predecessor, Phantom II debuted in 1929, incorporating substantial engineering refinements. While it shared a resemblance to the original Phantom, enthusiasts often refer to Phantom II as a “Super Ghost” due to its enhanced performance and sophistication.
Phantom II also marked the introduction of a Continental variant, designed for high-speed touring on Europe’s smooth roads. This model, with its reduced weight and optimised aerodynamics, became a symbol of effortless power and luxury, further solidifying Rolls-Royce’s reputation as the epitome of automotive excellence.
Phantom III: The V12 Revolution
By the 1930s, rising competition from American manufacturers like Cadillac and Lincoln pushed Rolls-Royce to innovate further. In 1936, Phantom III was introduced with a groundbreaking V12 engine, offering unmatched smoothness, flexibility, and power. The new engine produced 165 horsepower, later increased to 180 horsepower in subsequent models.
Phantom III also introduced independent front-wheel suspension, enhancing ride comfort and road handling. The model’s versatility made it suitable for both owner-driven and chauffeured use, appealing to a wide range of clientele. Despite its higher price compared to American rivals, Phantom III remained the preferred choice for those seeking unparalleled luxury.
Post-War Revival: Phantom IV
The Second World War brought significant challenges to Rolls-Royce. When production resumed, the company adapted to post-war austerity with the introduction of the Rationalised Range. However, the Phantom nameplate’s future seemed uncertain until a special request from the Royal Household in 1950 changed its trajectory.
The Royal Family’s need for a formal limousine led to the creation of Phantom IV, a bespoke vehicle reserved exclusively for royalty and heads of state. With only 18 units produced, Phantom IV remains one of the rarest and most prestigious Rolls-Royce models ever built.
In 1959, Rolls-Royce introduced Phantom V, bringing the pinnacle of automotive luxury to a broader audience. Featuring coachwork by renowned firms such as Park Ward and James Young, Phantom V became a symbol of sophistication and status. Royal families, celebrities, and dignitaries were among its distinguished owners.
Phantom VI, introduced in 1968, continued this legacy with further advancements in comfort and technology. Separate air conditioning systems for front and rear compartments, along with enhanced suspension, ensured an unparalleled passenger experience. The final Phantom VI was delivered to the Sultan of Brunei in 1993, marking the end of an era.
A New Era: Phantom VII and Beyond
The launch of Phantom VII in 2003 marked a new chapter in Rolls-Royce’s history. Built entirely in-house at the Home of Rolls-Royce in Goodwood, the model featured a spaceframe body and a focus on bespoke customisation. Each Phantom VII was handcrafted, offering clients the opportunity to realise their most ambitious visions.
Phantom VIII, unveiled in 2017, introduced the Architecture of Luxury, an advanced aluminium spaceframe platform designed for future Rolls-Royce models. The Gallery, a unique feature of Phantom VIII, allows clients to display commissioned works of art within the vehicle, elevating bespoke customisation to new heights.
A Legacy of Innovation
As Rolls-Royce celebrates 100 years of the Phantom, the model continues to embody the marque’s commitment to innovation, craftsmanship, and unparalleled luxury. From its origins as the New Phantom in 1925 to the bespoke masterpieces of today, the Phantom remains the definitive statement of automotive excellence.
With each generation, Rolls-Royce has redefined the boundaries of possibility, ensuring that the Phantom remains as relevant and desirable as ever. As the marque looks to the future, it is clear that the Phantom’s legacy of perfection will endure for another century and beyond.
