The year 2025 marks 100 years since Rolls-Royce first used the ‘Phantom’ name on one of its cars. And while the nameplate has become most famous during the 21st century, there’s a long and illustrious history of Phantoms before the modern reincarnations. As its maker only too proudly puts it, ‘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.’ Probably won’t find many opposing that view.
The early history of the Phantom is fascinating. See back in 1925, Rolls-Royce only sold chassis, which you then took to your preferred coachbuilder for bodywork and personalisation; back then such commissions included fitting a safe in one, and a secret compartment to carry diamonds in another. Rolls-Royce suggests that the ‘generous proportions’ of the Phantom back then - offered in long or short wheelbase form, even - ‘enabled owners to specify almost any detail or indulgence the wish.’ Some things never change…
An updated Phantom II arrived in 1929; the Phantom III that came seven years later was notable for the introduction of a V12, the configuration that still sees service today. By the early 30s, Rolls-Royce’s powertrain supremacy was under threat from the Americans, with their multi-cylinder efforts - up to 16 in the case of Cadillac - so the straight six had to go. The V12 was both more compact and more powerful than the six, offering 165hp (180hp later on) instead of 120hp previously. Independent front suspension was introduced also, assisting ‘remarkable road holding qualities and stability on corners even at higher speeds’ according to the contemporary ad, while whoever was behind the wheel benefitted from lighter steering and relocated controls.
The war and its aftermath put paid to the Phantom for a few years, before a Royal commission in 1950 saw a run of 18 Phantom IVs produced for various global dignitaries. The Phantom was back in business proper from the 1959 introduction of the Phantom V, complete with in-house coachwork; it was overhauled after 13 years of production and 832 sales to become the Phantom VI. The last body-on-chassis Rolls-Royce made, it boasted two-zone air conditioning, and was made all the way up to 1990 - the last was delivered to the Sultan of Brunei (who else?) in 1993.
A decade on from then, with Rolls Royce relocated to Goodwood, the Phantom story continued: the first VII, a car that’s come to define 21st century Rolls-Royce, was delivered at 00:01 on January 1st, 2003. It was made for 14 years, and spawned models like the two-door Coupe and stunning Drophead. Higher mileage saloons are currently available from £75,000, though you’ll do well to get into a two-door version even with twice that.
It was 2017 that Rolls-Royce debuted the Phantom VIII, complete with 570hp from the twin-turbo 6.75 V12, a new aluminium architecture and the Gallery - ‘an uninterrupted swathe of glass that runs the full width of the fascia, behind which the client can display a commissioned work of art or design’. The car was as spectacular as hoped for: ‘Not even those with the most exacting standards could argue that this wasn’t an outstanding car’, was the PH verdict. ‘The Rolls-Royce Phantom, once again, utterly defines luxury.’ With Rolls-Royce Bespoke a stronger focus than ever, we’ve seen all manner of unique VIIIs since 2017, including the Goldfinger most recently. Those keen on an ‘ordinary’ Phantom of this era will still require more than £200,000.
Chris Brownridge, Rolls-Royce Chief Executive, said of the Phantom’s big birthday: “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.” Couldn’t have put it better ourselves. Wonder how many years into the next century the V12 can last…
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