One hundred years ago, the world witnessed the birth of a motoring legend: the Rolls-Royce Phantom. This iconic nameplate, first introduced in 1925, would go on to define not just an era of unparalleled craftsmanship but an enduring legacy of luxury and innovation. As Rolls-Royce celebrates the centenary of its flagship model in 2025, the Phantom remains the pinnacle of automotive excellence, a symbol of elegance, and the epitome of effortless sophistication.

1926 Rolls-Royce 40_50hp Phantom I Brougham De Ville

1926 Rolls-Royce 40_50hp Phantom I Brougham De Ville

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A Century of Excellence

The Phantom is more than just a car; it is a canvas for the finest bespoke creations, reflecting the desires and dreams of its owners. Over eight generations, it has transcended fleeting trends, embodying the very essence of Rolls-Royce: timeless luxury and peerless engineering. Each iteration has introduced advancements in design, materials, and technology, while steadfastly maintaining the brand’s uncompromising standards.

From haute couture inspirations like the Phantom Syntopia to culturally significant commissions such as the Phantom Extended ‘Year of the Dragon,’ each bespoke creation tells a story of artistry and innovation. The Phantom’s scale, elegance, and adaptability make it the ultimate platform for personal expression, ensuring its place at the summit of automotive excellence.

The Origins of a Legend

Rolls-Royce had already established itself as the maker of ‘the best car in the world’ with the Silver Ghost, introduced in 1906. However, by 1921, founder Henry Royce recognised the need for a successor. The Silver Ghost’s engineering had reached its limits, and a new model was required to preserve the marque’s reputation for smoothness and reliability.

On May 2, 1925, an advertisement in The Times announced the arrival of the New Phantom. This marked not only the transition from Silver Ghost to Phantom but also the beginning of a new chapter in Rolls-Royce’s history. The name ‘Phantom’ itself, likely conceived by Commercial Managing Director Claude Johnson, evoked a sense of mystery and grace, qualities that have since become synonymous with the marque.

1933 Rolls-Royce Phantom II

1933 Rolls-Royce Phantom II

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The Evolution of Phantom

The Phantom’s inaugural model set a new benchmark in luxury motoring. Available in long- and short-wheelbase variants, it offered clients unparalleled customisation options. Whether it was a writing desk, concealed safes, or secret compartments for diamonds, the Phantom’s generous proportions allowed owners to indulge their most extravagant whims.

Over the decades, successive generations of the Phantom have incorporated groundbreaking innovations. In 1936, the Phantom III introduced a V12 engine, enhancing power and smoothness. The post-war era saw the launch of the Phantom IV, a model reserved exclusively for royalty and heads of state, cementing its status as the ultimate symbol of prestige.

Reinvention for a Modern Era

The revival of Rolls-Royce under BMW ownership in 1998 ushered in a new era for the Phantom. The Phantom VII, launched in 2003, was the first Rolls-Royce to be built entirely in-house at the brand’s Goodwood facility. Combining traditional craftsmanship with modern technology, it redefined the standards of luxury motoring. The introduction of the Gallery in the Phantom VIII further elevated its bespoke capabilities, allowing clients to display commissioned works of art within the car’s fascia.

Bespoke Creations and Timeless Appeal

Phantom’s status as the ultimate blank canvas has led to some of the most ambitious bespoke projects in automotive history. From the Phantom Oribe, inspired by ancient Japanese ceramics, to the cinematic allure of the Phantom Goldfinger, each commission showcases the limitless possibilities of Rolls-Royce craftsmanship.

The marque’s commitment to innovation and excellence ensures that the Phantom remains as relevant today as it was a century ago. Built on the Architecture of Luxury, the Phantom VIII offers a seamless blend of tradition and modernity, continuing to set the standard for the super-luxury segment.

1972 Rolls-Royce Phantom VI Limousine

1972 Rolls-Royce Phantom VI Limousine

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A Legacy Unmatched

Through wars, social changes, and technological revolutions, the Phantom has remained steadfast in its purpose: to provide the most comfortable, desirable, and effortless motoring experience in the world. Its enduring appeal lies in its ability to evolve while staying true to its core principles of luxury and excellence.

As Rolls-Royce marks 100 years of the Phantom, the car stands as a testament to the vision of Henry Royce and the generations of craftspeople who have shaped its legacy. With an unwavering commitment to innovation and artistry, the Phantom is poised to continue its reign as the pinnacle of automotive luxury for the next century and beyond.

Colin Windell for Colin-on-Cars in association with

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