The Rolls-Royce Phantom, the ultimate symbol of luxury on wheels, celebrates its centennial in 2025.
Since its launch in 1925, this model has embodied excellence and ultimate personalization. With its technical innovations, unmatched refinement, and fascinating history, the Phantom continues to reign supreme in the world of prestige automobiles.
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An icon born 100 years ago
The Rolls-Royce Phantom‘s story began when Henry Royce, co-founder of Rolls-Royce, decided to replace the legendary Silver Ghost. While the Silver Ghost was already hailed as “the best car in the world,” Royce believed it had reached its technical limits. In 1925, the Phantom was born. At the time in automotive industry, it was common to separate the production of the body and chassis. This gave rise to famous names like Bertone and Pininfarina. The British automaker only offered rolling chassis, leaving independent coachbuilders to craft bespoke bodies according to customers’ requirements. Exclusivity reached new heights, with hidden desks, safes, and secret compartments for diamonds being typical requests. From its inception, the Phantom established itself as a symbol of opulence and ingenuity.
A relentless pursuit of perfection
In the 1930s, the Phantom II brought notable improvements, including the Continental version designed for high-speed long-distance travel. American competition drove Rolls-Royce to innovate further: in 1936, the Phantom III became the first in the lineup to feature a V12 engine, impressive for its power and quietness (ironic to say about a V12, isn’t it?). Comfort was also enhanced with advancements like independent front-wheel suspension. Despite rivals like Cadillac and Packard, the Phantom remained an unrivaled benchmark in the grand luxury segment. After World War II, Rolls-Royce adjusted its strategy to align with new economic realities. The Phantom IV, reserved for dignitaries and royalty, represented this era of ultra-exclusive production. Later, the Phantom V and VI modernized the approach, introducing innovations like separate air conditioning for front and rear passengers while preserving meticulous artisanal attention to detail.
A spectacular revival
The Phantom’s true revival came in 2003, when BMW became the owner of Rolls-Royce. The Phantom VII, launched that same year, redefined automotive luxury with unprecedented levels of customization and a design blending classicism with modernity. In 2017, the Phantom VIII further perfected the formula, combining cutting-edge technologies with unparalleled craftsmanship. Each Phantom is unique, designed to fulfill the most extravagant desires of wealthy clients, from rare materials to extravagant details. Today, the Rolls-Royce Phantom celebrates its 100th anniversary. It remains a timeless symbol, celebrated for both its history and its role in the luxury world. This centennial milestone highlights that, despite a century of automotive evolution, it remains an icon of refinement and innovation.
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This article explores the centennial and evolution of the Rolls-Royce Phantom, from its daring debut in 1925 to its current status as the gold standard in automotive luxury. With technical innovations, extreme personalization, and timeless heritage, the Phantom embodies the pinnacle of British automotive craftsmanship.
Images: © Rolls-Royce