Celebrating 100 Years of the Rolls-Royce Phantom: A Legacy of Luxury and Innovation
One hundred years ago, Rolls-Royce introduced the first motor car to feature what would become the most iconic and enduring nameplate in its history: the Phantom. Across eight generations, the Phantom has consistently epitomised the zenith of Rolls-Royce luxury, combining magnificence, desirability, and effortless performance to stand as the best of the best. "The history of Phantom mirrors the history of Rolls-Royce, always adapting to the changing needs of our clients while maintaining our steadfast engineering and design principles," says Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars.
In 2025, Rolls-Royce Motor Cars celebrates the centenary of the Phantom’s debut. Reserved exclusively for the flagship model in the marque's portfolio, each Phantom iteration, including the latest eighth-generation crafted at the Home of Rolls-Royce in Goodwood, showcases design, engineering, materials, and technology advancements. Today, the Phantom is the ultimate canvas for bespoke commissions, allowing clients to express their most imaginative and personal visions. Recent inspirations for these commissions include haute couture, iconic films, Chinese culture, and the marque's own Spirit of Ecstasy Mascot.
Since its inception, the Phantom’s core aim has remained unchanged: to deliver the world’s most magnificent and effortless driving experience. At the start of this anniversary year, Rolls-Royce unveils the fascinating narrative behind its flagship product, detailing how it has maintained its esteemed reputation through a century of significant evolution.
Rolls-Royce first earned the title of ‘the best car in the world’ with the 40/50 H.P., known as the Silver Ghost, launched in 1906. By 1921, with the Silver Ghost’s design maxed out, Henry Royce commenced designing its successor, leading to the birth of the Phantom name in 1925.
Despite its initial quaint marketing, the introduction of the Phantom marked a significant milestone, signifying the first official use of the Phantom name. This branding strategy, conceived by Claude Johnson, Rolls-Royce’s Commercial Managing Director, helped capturecapture the product’s quiet and graceful nature.
The early Phantoms were renowned for their smooth operation and customisable luxury, which were made possible by independent coachbuilders. The Phantom’s generous dimensions allow for nearly limitless personalisation options, from concealed writing desks to secret diamond compartments.
By the time the Phantom III was launched in 1936, Rolls-Royce had embraced new engineering advancements, including a V12 engine that enhanced smoothness, flexibility, and power. This period also saw the development of the Phantom II Continental, a variant designed for high-speed continental touring.
Post-World War II, the Phantom IV emerged, catering to royalty and heads of state, marking a return of the storied nameplate. The subsequent Phantom V and VI defined luxury with bespoke fittings and advanced comfort features, solidifying their place in high-profile and ceremonial roles.
The marque was revitalised when the Phantom VII was launched at the new Goodwood facility in 2003, marking a new era of in-house, bespoke manufacturing. This trend continued with Phantom VIII in 2017, which introduced a platform designed to support the most ambitious bespoke projects, such as Phantom Syntopia and Phantom Oribe.
Over its distinguished history, the Phantom has consistently set the standard for luxury, bespoke craftsmanship, and technological innovation. Each vehicle is not just a means of transport but a statement of unmatched luxury and personal expression.
