Rolls-Royce Phantom – 1925 (100 years)

Rolls-Royce launched the first Phantom in 1925, and that nameplate epitomises pure luxury. There have been eight generations of this car, but the philosophy and commitment to quality remains the same.

   

Rolls-Royce Phantom I Hooper Tourer 1928 

You don’t have to be a car enthusiast, or even have just a passing interest in cars, to know what a Rolls-Royce is. When asked, a Rolls rookie might remark that that it has a ‘thingy’ on the front grille, that Simon Cowell owns one and David Beckham probably owns one too.  

That’ll be the most people’s understanding of what a Rolls-Royce of today is. In short, they’ll tell you that it’s expensive and famous people have them. 

But let’s go back say… 100 years. The first Phantom, (the Phantom I) wasn’t actually a car: at the time Rolls-Royce supplied the mechanical components then rich people would take them to a specialist (H.J. Mulliner, for example) to create something wonderful, according to the customer’s requirements and desires. They were therefore handbuilt, and production of individual cars only began once the order was placed.  

Designed to succeed the Silver Ghost, it immediately set new standards for performance, ride comfort, and sheer presence. Rolls-Royce's commitment to make ‘the best car in the world’ was evident from the outset, and the Phantom quickly became the vehicle of choice for royalty, heads of state, industrialists and celebrities across the globe. 

It wasn’t until the Phantom III was launched in 1936 that Rolls-Royce began supplying customers with its own bodywork and since then the British luxury car maker has continued with the nameplate that typifies quality.  

Rolls-Royce co-founder Sir Henry Royce has been quoted as saying: “Strive for perfection in everything we do. Take the best that exists and make it better. When it does not exist, design it.” 

Righto then. 

John Lennon's Phantom V 

In total, there have been eight generations of the Phantom so far. The Phantom in all its guises has been a go-to for the upper echelons of society who, in their own way, wanted to show off or garner respect. You buy a Phantom, you must be special. Royal families and celebrities from Liberace and John Lennon to Jay-Z and Kim Kardashian, they’ve all had one. The Phantom was even used as the vehicle of choice for baddies in the James Bond film, Goldfinger. 

 

The ‘Goldfinger’ Phantom alongside the Phantom VIII 

The current Phantom VIII, however, was launched in 2017 and was based on a new bespoke platform. In it, the commitment to excellence and comfort is unstinting. With 130kg of sound insulation, a chassis and suspension platform to deliver the requisite magic carpet-like ride quality and all powered by a twin-turbo 6.75-litre V12 engine. It’s fair to say this thing is rather remarkable.   

But let’s have a play. What are the similarities between the 1925 and the 2025? Well, for starters they both have the ‘thingy’ on top of the grille. It’s called the Spirit of Ecstasy and the only difference between the 1925 version and the 2025 version is that if you try to pull it off, the 2025 ‘Spirit’ will immediately disappear preventing the miscreant from getting his or her hands on this beautifully designed souvenir. 

Then there’s the grille. Both cars have a ruddy great grille on the front. Why? Well, why wouldn’t you? A grille of this nature points to class, wealth and a large amount of chrome. It’s a design statement, it’s unmistakably a Rolls-Royce and it’s still relevant. A Rolls-Royce without a statement grille, isn’t er… a Rolls-Royce. 

What else then? Well, not much. The Phantom I was powered by a 40/50hp 7.7-litre six-cylinder engine, while the modern-day version has a V12 unit that develops 563hp. The first car came with either a 3 or 4-speed transmission, while the modern version has an 8-speed automatic gearbox.  

So, they are very different but if you want to get all romantic about it, the Phantom isn’t about the nuts and bolts, the powertrain, the tech, etc. It’s about giving the customer the ultimate experience of luxury and, if you like, decadence. Nothing on both cars is overlooked, and the coachbuilders of the past would have had the same objective as the manufacturer of today. The aim is to build a car so wonderfully luxurious that it sets the benchmark for every other car maker.   

From the pre-war elegance of the Phantom II and III, to the post-war resurgence with the Phantom IV (exclusively for royalty), and the more modern interpretations of the Phantom VII and VIII, each iteration has maintained the core values of the Phantom: unrivalled silence and refinement, effortless power, exquisite craftsmanship and a commanding presence. 

As Rolls-Royce Motors boss Chris Brownridge puts it, “the Phantom is much more than a motor car. It has become a cultural phenomenon, both reflecting and influencing the world around it. Since its earliest days, Phantom has been among the most desired rewards for success and a potent symbol of power and prestige on the world stage.” 

Phantom VIII