In 2025, Rolls-Royce Motor Cars celebrates a significant milestone—the 100th anniversary of its legendary Phantom nameplate. Launched in 1925, the Phantom has become the cornerstone of Rolls-Royce’s luxury car offerings, evolving through eight generations and consistently embodying the brand’s vision of unrivaled opulence and performance.

A Century of Excellence         

Phantom was introduced as Rolls-Royce’s flagship model, and over the past century, it has stood as the epitome of automotive luxury. Today, the eighth-generation Phantom is a masterpiece, hand-built at Rolls-Royce’s Goodwood factory and custom-tailored to each owner’s desires. It is regarded as the ultimate blank canvas for Bespoke commissions, where clients can create personalized, one-of-a-kind vehicles, expressing their individual tastes and passions.

Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars, reflected on the significance of this milestone, stating, “Phantom’s role has always been the same: to be the most magnificent, desirable, and above all, effortless motor car in the world. We are proud to continue this tradition of excellence into the next 100 years.”

The Birth of Phantom

The Phantom nameplate was first introduced in 1925 with the "New Phantom," a successor to the highly acclaimed Silver Ghost. Rolls-Royce’s founder, Henry Royce, had reached the limit of innovation with the Silver Ghost, and it was clear that a new model was needed. The debut of the Phantom marked the beginning of a new era for the brand, as Rolls-Royce began crafting motor cars that would offer unparalleled smoothness, reliability, and comfort.

The name "Phantom" was coined by Claude Johnson, Rolls-Royce's Commercial Managing Director, who understood the power of evocative names. The term was meant to convey the almost supernatural smoothness and silence of the car, and it has remained a fitting descriptor for the marque’s flagship models ever since.

A Journey Through Generations

Each generation of Phantom has built upon the legacy of its predecessors, incorporating advances in design, engineering, and technology while maintaining the core values of Rolls-Royce. The Phantom II, introduced in 1929, refined the original design with upgraded components and engineering improvements. By 1936, the Phantom III debuted with a revolutionary V12 engine, offering enhanced power and smoothness, further cementing the Phantom’s reputation as the world's finest car.

During the mid-20th century, Phantom’s role evolved, with the iconic Phantom IV, produced in limited numbers, becoming the car of choice for royalty and heads of state. The Phantom V and Phantom VI, launched in the 1950s and 1960s, continued this tradition, offering supreme comfort and bespoke luxury.

The introduction of the Phantom VII in 2003 marked the rebirth of the model under Rolls-Royce’s ownership by BMW. This new era saw the Phantom being built entirely in-house, showcasing Rolls-Royce’s commitment to craftsmanship and customization through its Bespoke program.

Phantom Today: A Canvas for Bespoke Creativity

The current-generation Phantom VIII, launched in 2017, represents the pinnacle of luxury car manufacturing. It is built on the Architecture of Luxury, a platform designed to underpin all future Rolls-Royce models. Phantom VIII has become the ultimate canvas for Bespoke commissions, offering an unprecedented level of customization. One of the most striking features of Phantom VIII is The Gallery—a large, uninterrupted swathe of glass in the dashboard where clients can display works of art or bespoke designs.

This focus on personalization has led to some of the most ambitious projects ever undertaken by Rolls-Royce, including the Phantom Syntopia, Phantom Oribe, and Phantom Koa. Each of these models incorporates unique features, materials, and technologies that push the boundaries of automotive design and craftsmanship.

The Essence of Phantom

For 100 years, Phantom has remained the most magnificent and effortless motor car in the world. While other Rolls-Royce models share the same commitment to quality, Phantom is always the grandest and most impressive, reflecting the marque’s enduring dedication to luxury, craftsmanship, and performance. As Rolls-Royce enters its second century of producing the Phantom, it remains the ultimate symbol of automotive excellence and an unparalleled expression of the finest motoring experience.

Phantom’s legacy continues to inspire, setting the standard for luxury automobiles and ensuring that Rolls-Royce will remain at the pinnacle of automotive prestige for generations to come.