In 2025, Rolls-Royce Motor Cars will mark a remarkable milestone—the 100th anniversary of the Phantom, its most illustrious and enduring nameplate. Known as the “best car in the world,” the Phantom has spent a century as the epitome of automotive excellence, craftsmanship, and bespoke luxury. From its inception in 1925 to today’s Phantom VIII, the Phantom name represents more than just a car; it is the ultimate symbol of timeless luxury, innovation, and effortless motoring.

The Birth of a Legend

The journey of the Phantom began in 1925, replacing the legendary Silver Ghost, which had already established Rolls-Royce’s reputation as a maker of the finest automobiles. Henry Royce, the engineering genius behind the brand, recognized that the Silver Ghost’s design had reached its limits for refinement and performance. With a relentless focus on innovation, Royce unveiled the “New Phantom,” which quickly became known simply as the Phantom.

From the outset, the Phantom was designed to be an unparalleled driving and riding experience. The rolling chassis was delivered to the most prestigious coachbuilders of the time, enabling clients to create custom designs tailored to their desires. Whether it was a limousine with a writing desk or a sporting coupe with secret compartments for jewels, the Phantom became a blank canvas for luxury and creativity.

The Evolution of Perfection

Over the past 100 years, the Phantom has undergone eight distinct evolutions, each redefining luxury and engineering excellence. From the Phantom I’s “sweet running qualities” to today’s Phantom VIII built on the Architecture of Luxury, Rolls-Royce has consistently raised the bar with cutting-edge advancements.

The Phantom II, introduced in 1929, refined the formula with a focus on performance and high-speed touring. The Phantom III, launched in 1936, became the first to feature a V12 engine, offering unparalleled smoothness and power. After a hiatus during World War II, Rolls-Royce revived the Phantom name in 1950 with the Phantom IV, which became the exclusive choice of royalty and heads of state.

Later models, such as the Phantom V and VI, retained their status as grand limousines, offering bespoke luxury for the world’s elite. In 2003, Rolls-Royce redefined the Phantom for the modern era with the launch of Phantom VII, the first model entirely built in-house at the company’s Goodwood facility. Today’s Phantom VIII continues this legacy with state-of-the-art engineering and endless possibilities for bespoke personalization, including the innovative Gallery feature—a glass fascia that allows owners to display custom works of art.

A Century of Bespoke Masterpieces

One of the defining characteristics of the Phantom is its role as a canvas for bespoke commissions. From the very beginning, Rolls-Royce encouraged its clients to dream without limits. Recent examples include the haute couture-inspired Phantom Syntopia, the film-themed Phantom Goldfinger, and culturally significant designs like the Phantom Extended “Year of the Dragon.”

Phantom commissions often push the boundaries of design and engineering, requiring the expertise of Rolls-Royce’s craftspeople. Whether it’s incorporating rare materials, hand-painted details, or custom interiors that tell a unique story, every Phantom is a singular masterpiece tailored to its owner’s vision.

Phantom: The Pinnacle of Automotive Excellence

What sets the Phantom apart is its unwavering commitment to perfection. It is a car that transcends trends and fleeting innovation, focusing instead on delivering the most effortless and serene driving experience imaginable. Its iconic status is not merely the result of marketing but a century of unrelenting pursuit of quality, luxury, and innovation.

Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars, encapsulates the essence of the Phantom perfectly: “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.”

The Next Century of Phantom

As Rolls-Royce celebrates this centenary milestone, the brand also looks toward the future of the Phantom. With the industry’s shift toward electrification and sustainable luxury, the next generation of Phantom is poised to lead the way while remaining true to its core values. As the ultimate symbol of bespoke luxury and motoring excellence, the Phantom will continue to define what it means to create the “best car in the world.”

For a century, the Rolls-Royce Phantom has set the standard for automotive luxury, blending timeless elegance with cutting-edge innovation. As it enters its second century, the Phantom remains an unassailable icon, proving that true greatness is never fleeting—it is everlasting.