Rolls-Royce is honoring the Phantom in 2025 after 100 years of luxury and eight generations of unparalleled extravagance. The story of the Phantom is nothing short of fascinating, and it helped shape the automotive industry with many of its innovations over the years. Check out the history of the Phantom over the last 100 years, including highs, lows, and one of the most epic engines of all time.

The Rolls-Royce Phantom Represents The Pinnacle Of Customization Possibilities

Aside from its reputation for luxury automobiles, Rolls-Royce is particularly recognized for its capability to craft entirely personalized vehicles tailored to each customer's desires. According to Rolls-Royce, the Phantom serves as the perfect foundation for this bespoke service, providing an opulent starting point for a wide range of customizations.

The first Phantom was launched in 1925 and hasn't slowed since. Chris Brownridge, CEO of Rolls-Royce Motor Cars, says the Phantom was "always moving with the times and its clients’ needs and requirements."

On Saturday, May 2, 1925, The Times Newspaper reported that Rolls-Royce had begun accepting orders for its latest model, the Phantom. This new vehicle would feature an updated version of the 40/50 H.P. chassis that was first introduced with the Silver Ghost, but the distinct Phantom name would differentiate the two models. This marked the inaugural mention of the Phantom name in automotive history.

The Initial Generations of the Phantom Title

Claude Johnson, the Managing Director of Rolls-Royce Commercial, was the pioneer behind the use of elegant names to market vehicles. He understood that names such as Phantom, Wraith, and Ghost would distinguish them from competitors. This strategy also served to "communicate the vehicles' otherworldly silence and delicate elegance."

At this time, Rolls-Royce supplied only the rolling chassis, with the form, styling, and other work done by independent coachbuilders to meet the client's needs. They offered a long-wheelbase version for those who wanted to be driven around and a short-wheelbase option for those who would drive themselves. There was also an option for a convertible. Much like today, clients can customize as much as possible through any coachbuilder of their choice. The evolution of the Rolls-Royce Phantom starts there with a rolling chassis and a bespoke dream.

The inaugural Phantom model was produced from 1925 until 1929, when Rolls-Royce revealed plans for the Phantom II. This new iteration featured numerous enhancements and engineering advancements that warranted its designation as an all-new model; however, Royce was not particularly impressed. He sought a more compact variant suitable for driving along the Côte d’Azur, leading the factory to create it. Designated as the 26EX—where EX stands for "experimental"—this model surprisingly gained popularity. The Phantom II Continental was designed for swift touring and everyday use, boasting ample power for its drivers.

Rolls-Royce Maintains Its Status as the Epitome of Luxury with the Phantom

By the time the Phantom III arrived in 1936, a new V12 engine would be a selling point. Rolls-Royce said these 12 cylinders gave "greater engine smoothness, flexibility, silence and acceleration." It had 165 horsepower and upgraded suspension for better comfort. This Rolls-Royce engine is still widely considered one of the best V12s ever created.

Following a hiatus due to the war, Rolls-Royce re-entered the market in a transformed landscape. In 1950, the Royal Family commissioned a new fleet, leading to the delivery of 18 Phantom IV vehicles in 1954. The Phantom V was introduced around 1959, with a total of 832 units produced. Subsequently, the Phantom VI was launched, featuring air conditioning and various enhancements. This model marked the last of the body-on-chassis designs ever manufactured.

The Phantom VII wasn't delivered until January 1, 2003, but it was built entirely in-house by Rolls-Royce Motor Cars. After 13 years, the Phantom VIII was specifically designed to be the ultimate canvas for Bespoke commissions. This is still the method by which Rolls-Royce operates to this day. The automaker says, "The Phantom has always been the grandest, most impressive and, above all, most effortless motor car being built in series production by the marque at any given moment."

Happy birthday to the Rolls-Royce Phantom! Cheers to celebrating another century of excellence.