The magnificent century

When the first Phantom was introduced in 1925, Rolls-Royce had already gained fame with the Silver Ghost, celebrated as "the best car in the world." However, Henry Royce, the obsessive engineer, was not one to rest on his laurels. He lived by his famous motto: "Take the best that exists and make it better. If it doesn’t exist, create it."

The Phantom I was not sold as a fully assembled car; Rolls-Royce supplied only the chassis and engine in two versions — short and long wheelbases. The finest coachbuilders in Europe and America then took over. American Brewster, British firms Hooper, Barker, and Mulliner, and French atelier Chapron created unique Phantoms tailored for various purposes — from enclosed limousines for English lords to hunting phaetons for maharajas.

The second generation of the Phantom (1929–1936) debuted during challenging times. The Great Depression was in full swing, but there was still demand for cars that looked dignified with liveried chauffeurs at the wheel. Increasingly, however, clients were driving themselves, so the Phantom had to learn to not only drive quietly but also handle precisely.

The Phantom II featured a new chassis and improved front suspension, introducing semi-elliptical springs on all wheels for the first time, significantly enhancing road performance. Under the hood remained a 7.7-liter inline-six engine with an updated cylinder head, making the engine more responsive while maintaining its signature silence.

This was essentially the last Rolls-Royce built under the full supervision of Henry Royce. He passed away in 1933, not living to see the next Phantom but leaving behind his guiding principle: "Small details make perfection, and perfection is no small detail."

One of the most famous Phantom II models was the luxurious convertible commissioned by the Maharaja of Rajkot, known as the "Star of India." It was painted in saffron with polished aluminum fenders, and its dashboard was finished in marble.

The interwar period demanded a display of capabilities, and Rolls-Royce was determined not to be outdone by Mercedes-Benz, Hispano-Suiza, or other continental competitors in the race for the quietest and most luxurious cars. In 1936, the Phantom III became the first and only Phantom iteration in the 20th century to feature a 12-cylinder engine. Its 7.3-liter V12 with aluminum cylinder heads and overhead camshafts was a true technical marvel, elevating the car from "the best car" to the pinnacle of engineering in its class. The nearly silent engine offered a smoothness that remains enviable even by today’s standards.

The Phantom III boasted an independent front suspension and a centralized lubrication system — cutting-edge technology for the time. Yet, its overall style remained traditional: a long ladder-frame chassis, a separate body, and a massive radiator grille. It was everything a car driven by a gloved chauffeur in a cap should be.

Custom-built bodies remained the norm, with the limousine de ville configuration being particularly popular. A version by Mulliner can be seen in the famous film "Bluff" starring Adriano Celentano. The Phantom III also chauffeured the villain Auric Goldfinger in the James Bond film "Goldfinger." In reality, such a character might have preferred something faster, but visually, the Phantom III fulfilled its role convincingly.

This year, Rolls-Royce celebrated the Phantom's centenary at the Concorso d’Eleganza Villa d’Este. Goldfinger himself rode in a golden 1937 Phantom III Sedanca de Ville. What would his limousine look like today? The answer was showcased on the lawn of the famed Grand Hotel — a one-of-a-kind Phantom Extended Goldfinger featuring 18- and 24-carat gold details.

The idea of reviving the Phantom arose shortly after World War II when then-Princess Elizabeth and the Duke of Edinburgh expressed interest in an official car befitting their status. Rolls-Royce quickly developed a new flagship model, emphasizing grandeur and silence — even by their own high standards. Thus, the Phantom IV (1950–1956) was born — a Rolls-Royce that could not be purchased. It was neither advertised nor offered in showrooms and was built exclusively for royalty and heads of state. Only 18 units were ever made.

Phantom IV chassis were handcrafted at the Crewe factory, while the bodies were commissioned from leading coachbuilders, most often Hooper and Mulliner. Distinctive features included high roofs and nearly square proportions, designed to accommodate royal hats and ensure dignitaries could enter without bowing.

Owners included not only the British crown but also Generalissimo Franco, who ordered three cars. One of these is still used by the Spanish royal family for official occasions.

Unlike the entirely exclusive Phantom IV, its successor entered the public sphere. The Phantom V became not only a symbol of state power but also a mark of personal success. While still far from mass-market, it became a topic of conversation and, at times, controversy.

The Phantom V inherited components from the Rolls-Royce Silver Cloud II, including a 6.2-liter V8 engine and the first automatic transmission in a Phantom. Despite weighing nearly three tons, the car was surprisingly easy to drive, thanks to power steering, enhanced brakes, and excellent visibility.

The most famous custom order for this model was undoubtedly John Lennon's Phantom V. In 1967, the musician transformed his car into a psychedelic art piece with a painted exterior inspired by gypsy caravans. Inside, it featured a Sterno radiotelephone, a refrigerator, and a rear seat that converted into a bed. The audio-visual system included a Philips Auto-Mignon AG 2101 record player, a Philips reel-to-reel tape recorder, and even a Sony television.

A proper English lady once called the car's owner a pig and hit it with her umbrella. Little did she know that the vibrant version wasn’t the whole story! Lennon initially ordered the Phantom in a conservative black finish, complete with black wheels, wanting a limousine identical to the Queen Mother's. It was a subtle jab at the British monarchy. Fans of The Beatles often confused their car with the royal fleet, possibly entertaining Her Majesty with their ecstatic antics during ceremonial routines. (The Queen Mother, known for her sharp wit and love of pre-lunch gin, famously remarked, "One should live as though tomorrow a big red bus will run you over.") Lennon, on the other hand, enjoyed startling passersby by issuing orders through the intercom. Once, he gave Rolling Stones guitarist Brian Jones a fright by slowly following him in the black Rolls-Royce before announcing, "Mr. Jones, stop. You’re under arrest." Later, during his minimalist phase, Lennon acquired another Phantom V — this time in white.

The Phantom VI continued the lineage but grew even larger and heavier. Its engine capacity increased to 6.75 liters, the suspension was redesigned, and the climate control system improved. It was produced until 1990 — a record production span for Rolls-Royce models. The pace of change was minimal, which was precisely the point.

These cars became part of the fleets of the British royal family, Popes, and Middle Eastern monarchs. One of the last Phantom VI models, built for Queen Elizabeth II’s Silver Jubilee, is still used for ceremonial occasions.

In 1998, when Rolls-Royce came under German ownership, an unusual situation arose: BMW acquired the brand and logo but not the factories, cars, or iconic radiator grille — those went to Volkswagen. By 2003, however, the story came full circle with a new factory in Goodwood, a new platform, a new design, and a new Phantom, developed entirely from scratch. This was not a resurrection of the past but a fresh start, preserving the spirit of the brand.

The Phantom VII was the first Rolls-Royce of the new era. It was unmistakable: the roof height rivaled that of the BMW X5 at the time, the hood resembled a helicopter landing pad, and the design featured classic proportions with a short front overhang and rear-hinged "suicide" doors. Designer Marek Djordjevic honored tradition while interpreting it in a modern way.

The chassis was entirely aluminum, and the 6.75-liter V12 engine, based on a BMW design, was adapted for absolute silence. Acceleration from 0 to 100 km/h took 5.9 seconds, if anyone cared. More often, what mattered was the acoustic insulation, which made the outside world seem to disappear.

The interior was a masterpiece: carpets as thick as those in UAE hotels, hand-polished wood, and individually inspected stitching on the leather upholstery. Clients could choose not only the interior color but also the lacquer patterns, ceiling designs, and even have their family crest embroidered on the armrest.

The Bespoke program flourished, turning each Phantom into a one-of-a-kind creation. Some clients ordered built-in cigar humidors, others cabinets for fine china. The options were often only limited by imagination.

The Phantom VII was a commercial success, particularly in the Middle East, China, and the United States. It was ordered by kings, collectors, tech moguls, and anyone who wanted "the best car, regardless of price."

In 2017, Rolls-Royce unveiled the eighth-generation Phantom, based on its proprietary aluminum Architecture of Luxury platform. This structure would later underpin the Cullinan and Spectre, but the Phantom was the first and most monumental. Its body rigidity increased by 30% compared to its predecessor, while vibration levels decreased. The Phantom VIII featured the world’s thickest production glass (6 mm) and over 130 kg of soundproofing materials. According to one press release, the first prototype was too quiet — engineers had to reintroduce some sound so passengers wouldn’t lose their sense of spatial orientation.

For the first time, the eighth generation introduced the concept of "The Gallery": a glass-covered section of the dashboard where owners could display art pieces, from enamel panels to custom sculptures. The entire front of the cabin became a showcase for the owner’s personal taste.

The engine continued Rolls-Royce traditions: a 6.75-liter V12 with twin turbochargers, delivering a smoothness felt more through the spine than heard by the ears. The ZF automatic transmission, adaptive air suspension, and Flagbearer system, which reads the road surface using cameras, all worked together to make the road vanish beneath the hood like a silent film.

The Bespoke program produced dozens of unique projects, from Phantoms upholstered in silk embroidered with cranes to models inspired by astronomy, architecture, and even Japanese lacquer art.

Over the past century, the Rolls-Royce Phantom has evolved from a motorized carriage to a symbol, an iconic object — even a meme, if you will. It has survived wars, the fall of empires, and several technological revolutions, never losing its tone, as if achieving enlightenment and remaining there. It’s no wonder the fashionable Indian guru Osho claimed the car was essential for his meditation — a Rolls-Royce allows one to maintain inner peace and detachment.

The Phantom VIII remains in production today, although changes are on the horizon. The next generation will likely be electric. Yet, the most important aspects will remain unchanged: attention to detail, a sense of exclusivity, and the ability to turn every journey into a unique experience filled with what the English call a "sense of occasion."