Rolls-Royce Celebrates The Phantom’s 100th Anniversary

This year marks the 100th anniversary of the Rolls-Royce Phantom. First announced in May 1925, the model has enjoyed eight generations and hundreds of bespoke customization projects to make each Phantom unique. Some of the most notable requests over the years include concealed writing desks, swivel seats, safes, designated spaces for golf clubs and, of course, a secret compartment to keep diamonds in.

Chris Brownridge, chief executive of Rolls-Royce Motor Cars said in a release, “One hundred years ago, Rolls-Royce launched the first motor car to bear what would become the most evocative and enduring nameplate in its history: Phantom. 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.”

Brownridge continued in a release, “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.”

Just four years after the model was introduced, the updated Phantom II arrived. Although it was the pinnacle of luxury at the time, the story goes that Henry Royce found even the short-wheelbase version oversized for his needs. An adapted version of the Phantom II was created for Royce’s personal use, but this smaller model proved an unpopular iteration with the rest of the team, so only one was ever made: the 26EX—“EX” meaning “Experimental.”

MORE FROMFORBES VETTED
The 9 Best Hair Straighteners, Tested Over Time By Our Editors
By
Katherine Louie
The 8 Best Air Purifier Sales This Week: Save Up To $315
By
Jordan Thomas

To compete with the likes of Cadillac, Lincoln and Packard, Rolls-Royce had to up its game for the third generation model. In 1936, the Phantom was equipped with a V12 engine which gave an all-important power boost and came with a more compact design than the previous six-cylinder engine, so cabin space grew.

Inevitably, the Second World War meant manufacturing ceased and the world afterward was not initially ready for an ultra luxury car. Rolls-Royce paired back its range and focused on making its cars more affordable to make it through this tough period. Hope for the Phantom was not lost, though.

By 1950, the Royal Household was looking to replace its Daimlers with a new luxury limousine. Rolls-Royce was asked to fulfil this order and created a single limousine for the Royal Mews—the same vehicle is said to still be in operation up to the present day. The one-off generated demand from other Royalty and Heads of State, so Rolls-Royce decided to revive the Phantom name and introduce its fourth generation. Just 18 examples were produced over a seven year period.

The Phantom V made its debut in 1959, two of which were made for Royal service. This model saw greater production numbers with 832 examples reaching customers in 13 years. Rolls-Royce’s last coach built model was introduced as the sixth generation Phantom with the majority of 374 examples with coachwork from Mulliner Park Ward, or James Young.

Rolls-Royce welcomed the new year in 2003 by delivering the first Phantom VII to its new owner just after midnight on 1 January. This time, everything was built in-house. The seventh generation was a success in ensuring Rolls-Royce’s status in luxury car design in the 21st century. In 2017, the model was updated for its eighth and current generation. Phantom VIII has championed bespoke designs and ambitious projects to create truly unique examples of this long-standing model.