PHANTOM AT 100: Rolls-Royce Celebrates a Century of Luxury

PHANTOM AT 100: Rolls-Royce Reflects on the First Century of an Icon

Few cars in history carry the same aura of prestige, craftsmanship, and cultural influence as the Rolls-Royce Phantom. In 2025, the marque celebrates 100 years of this legendary nameplate – a century defined not only by its engineering excellence but also by the people, places, and moments that have shaped its story.

As Chris Brownridge, Chief Executive of Rolls-Royce Motor Cars, puts it:
“Phantom has always been defined by the people who commission it, and the places in which they use it. Each stage in this 100-year odyssey has shaped Phantom’s character and helped secure its place in cultural history.”

The Phantom’s journey is as much about the world around it as the car itself – from the French Riviera to London’s heart, from the Australian Outback to visions of an electric future.

Le Rayol-Canadel-sur-Mer: Engineering an Icon

The Phantom story begins in the South of France, where Sir Henry Royce spent his winters between 1911 and 1933. At Villa Mimosa, nestled on the Côte d’Azur, Royce refined the first Phantom against the backdrop of sweeping Riviera roads. These winding corniches became the ultimate testing ground, blending beauty with engineering challenges.

This connection to the French coastline lives on in Phantom’s design cues, from Canadel wood panelling to bamboo-inspired fabrics, reminders of the landscapes that inspired Royce’s pursuit of perfection.

West Wittering: The Quiet Pursuit of Perfection

In the warmer months, Royce retreated to Elmstead in West Wittering, Sussex. Just a short distance from today’s Goodwood headquarters, it was here that Royce personally approved every new component – cars were driven hundreds of miles just for his signature of perfection.

Royce’s dedication was obsessive, extending even to his leisure pursuits like watercolour painting and horticulture. His West Wittering legacy remains woven into Rolls-Royce’s DNA: a relentless pursuit of detail and artistry.

London: A Century of Influence

London has always been Phantom’s spiritual home. Early showrooms near Savile Row introduced Britain’s elite to Rolls-Royce. Later, in the late 1990s, a secret design studio known only as “The Bank” became the birthplace of the modern Phantom, codenamed RR01.

From this studio emerged design elements still central today: the Pantheon Grille, Spirit of Ecstasy, and the famous “waft line” – a graceful body contour inspired by 1930s Phantoms and reminiscent of yachts cutting through waves.

Australia: A New Era Begins

The rebirth of Phantom at Goodwood began with drama and symbolism. At 00:01 on January 1, 2003, the very first Goodwood Phantom was delivered in Perth, Australia. Its new owner embarked on a 4,500-mile cross-country journey, proving Phantom’s endurance and luxury across one of the harshest landscapes on Earth.

In 2025, that very same car returned to Goodwood, completing a full circle in the year Phantom marked its 100th anniversary.

102EX: An Electric Vision

Long before the electric revolution gained momentum, Rolls-Royce experimented with new propulsion. In 2011, the marque introduced the 102EX, or Phantom Experimental Electric – a fully electric concept. While it was never meant for production, it demonstrated how Phantom’s essence could translate into a new era of silent, refined motoring.

This project planted the seeds for Rolls-Royce’s current electric future, proving the brand has always looked decades ahead.

The Legacy Continues

Over the past century, Phantom has been more than a car – it has been a rolling canvas, a state room on wheels, a cultural icon chosen by monarchs, statesmen, artists, and visionaries. Its centenary in 2025 is not only a milestone but also a bridge to the future.

Rolls-Royce will soon unveil a special Bespoke creation that encapsulates Phantom’s first century, ensuring its legacy of artistry, innovation, and cultural influence endures into the next 100 years.

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