- Rolls-Royce is celebrating its Phantom nameplate’s centennial
- The nameplate is the oldest still in use, though it hasn’t been in continuous use over the years
- Rolls-Royce has launched eight generations of the Phantom and the next may be an EV
Rolls-Royce’s Phantom nameplate dates back to 1925, although it hasn’t been in continuous use throughout its history. There were interruptions, such as during and after the Second World War, and again following the change in ownership of the Rolls-Royce car business during the 1990s.
The partnership between founders Charles Rolls and Henry Royce in the early 20th century produced some of the finest automobiles the world has ever seen. Among their creations, the Phantom has stood as a defining symbol of luxury and engineering excellence, spanning eight generations since its debut in 1925.
This date makes the Phantom nameplate the oldest still in use, despite those breaks in production. The first generation, known as the 40/50 H.P. Phantom, succeeded the 40/50 H.P. Silver Ghost. Rolls-Royce chose the Phantom name to replace the Silver Ghost’s unofficial moniker, ensuring there was no confusion between the two generations of the 40/50 H.P. chassis that underpinned the cars.
According to Rolls-Royce, the Phantom name was likely conceived by the automaker’s then-commercial managing director, Claude Johnson. He recognized the marketing power of naming the company’s vehicles, a strategy he had already employed by branding the Phantom’s predecessor as the Silver Ghost.
1926 Rolls-Royce Phantom I
With each successive generation, the Phantom has continued to represent the pinnacle of Rolls-Royce’s craftsmanship and engineering, often serving as a platform to introduce cutting-edge technologies. In earlier years, many innovations were implemented on a chassis-by-chassis basis, reflecting the bespoke nature of the marque.
The latest-generation Phantom, launched in 2017, features a new aluminum spaceframe platform designed to enhance its luxury credentials. The car is fitted with 286 pounds of sound insulation to create an exceptionally quiet cabin. A twin-turbocharged 6.75-liter V-12 engine delivers 563 hp, propelling the luxury sedan with ease. Additionally, a self-leveling air suspension and rear-wheel steering debuted with this generation, further refining its ride quality and handling.
Looking ahead, the Phantom nameplate is poised for its most significant transformation yet with the anticipated arrival of the Phantom IX later this decade. Rolls-Royce has committed to producing only electric vehicles in the future, meaning the next Phantom will likely be powered exclusively by batteries, heralding a new era for this storied nameplate.