There have been 8 iterations of Rolls-Royce Phantom since this iconic nameplate was first debuted in 1925.
In 2025, Rolls-Royce Motor Cars celebrates the centenary of its most iconic nameplate, the Phantom. Over the past 100 years and 8 iterations, this most opulent of model nameplates has represented the pinnacle of luxury, engineering, and bespoke craftsmanship, transcending fleeting trends to deliver an unparalleled motoring experience.
Phantom I (1925): Genesis
The Phantom story began in 1925 when Rolls-Royce unveiled the “New Phantom” as the successor to the Silver Ghost. Heralded as the “best car in the world,” it introduced advanced engineering that refined the already legendary smoothness and reliability of its predecessor.
Offered in both long and short wheelbases, the Phantom I’s generous dimensions allowed for bespoke coachwork that catered to the most extravagant client demands, with said demands ranging from the inclusion of concealable writing desks to hidden compartments for diamonds.
Phantom II (1929): A Super Ghost
By 1929, Henry Royce’s relentless pursuit of perfection culminated in the Phantom II. Featuring significant engineering upgrades, including a redesigned chassis for improved handling and comfort, the Phantom II was tailored for both chauffeured luxury and high-speed touring.
The Phantom II Continental in particular — a more compact, sporting Phantom II variant that was initially supposed to be a one-off for Royce to drive across France to his winter home at Le Canadel on the Côte d’Azur — soon became a favourite among Europe’s elite back then for its sporty elegance and performance.
Phantom III (1936): The V12 Era
In response to growing competition from across the pond, the Phantom III debuted in 1936 with a revolutionary V12, delivering a welcome boost power and refinement to the Rolls-Royce experience. Standard independent front suspension meanwhile further enhanced passenger comfort too, with this Phantom featuring also a more spacious cabin than before.
Suited to all manner of coachwork styles, and both owner-driver and chauffeured use, the Phantom III embodied effortless progress and adaptability, cementing its reputation as the ultimate luxury vehicle of its time.
Phantom IV (1950): The Royal Phantom
Post-war austerity nearly ended the Phantom lineage, but a request from the Royal Household in 1950 revived the nameplate. The Phantom IV, produced exclusively for royalty and heads of state, was a rarity with just 18 examples crafted in the 7 years it was in production. With its imposing presence and bespoke features, the Phantom IV established Rolls-Royce as the preferred marque for global dignitaries.
Phantom V (1959): A New Standard of Luxury
The Phantom V marked a return to broader availability, offering unparalleled luxury in limousine form. Crafted by in-house coachbuilders Mulliner Park Ward and others, it became the vehicle of choice for celebrities and royalty alike.
In fact, two Phantom Vs, known as Canberra I and Canberra II, were built bespoke for Royal service. These royal Rollers featured transparent Perspex cupolas over the rear compartments and concealed lighting to better view the occupants on formal occasions.
Phantom VI (1968): The Last Coachbuilt Phantom
Introduced in 1968, the Phantom VI represented the pinnacle of traditional coach building for Rolls-Rouce. With enhanced air conditioning, advanced engineering, and sumptuous interiors, it served discerning clients for well over two decades.
Most of the 374 examples were limousines with coachwork by in-house Mulliner Park Ward Ltd., or James Young Ltd. The final Phantom VI, a landaulette, was delivered in 1993 to the Sultan of Brunei, marking the end of an era.
Phantom VII (2003): The Goodwood Renaissance
The Phantom VII heralded a new chapter for Rolls-Royce, as the first model produced entirely in-house at the marque’s Goodwood facility. It was also to be the first model manufactured when the automaker came under the control of current guardian BMW.
By masterfully blending up-to-the-minute modernity in its under-the-skin engineering with the finest leathers and wood for that familiar sense of old-school luxury, this Phantom VII was a return to form for Rolls-Royce in offering the most opulent means of road travel in the world. And over its 13-year lifespan, it redefined the standard of super-luxury motoring and firmly established Rolls-Royce’s modern era.
It was however only a slight shame here that under the hood of the production Phantom VIIs was to be a BMW-sourced 6.75-litre naturally aspirated V12 shared with the 7-Series at the time, instead of a 9.0-litre V16 that was originally envisioned.
Phantom VIII (2017): The Ultimate Bespoke Canvas
Launched in 2017, the Phantom VIII was the debut model of Rolls-Royce’s new Architecture of Luxury all-aluminium space frame platform. It also debuted the Gallery, a unique feature allowing clients to display custom artworks behind a glass fascia.
This latest and greatest Phantom has further served as the canvas to some of Rolls-Royce’s most intricate bespoke creations, with recent jaw-dropping one-offs including the Phantom Orchid Singapore special and the Phantom Goldfinger (complete with an actual illuminated 18-carat sold gold bar in its centre console).
A Century of Excellence
For 100 years, the Phantom has remained uncompromised by trends or engineering conventions, embodying the essence of Rolls-Royce: effortless, opulent, and endlessly bespoke. Each generation has pushed the boundaries of luxury and innovation, creating a legacy that is as enduring as it is iconic. As we celebrate this centenary, the Phantom continues to set the standard for what a motor car can achieve, promising to inspire awe and admiration for the next century and beyond.
“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,” commented Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars.
“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.”
