AUTOMOTIVE
109
Original Advertisement from The Times Newspaper , Saturday 2 May 1925
Despite being couched in terms that today seem rather quaint and stilted , this advertisement made history . It was the first public acceptance by Rolls-Royce that the outgoing model would be called Silver Ghost officially , rather than as a byname . More significantly , it was the first recorded use of the Phantom name .
Each iteration , up to and including the eighth generation currently being handcrafted at the Home of Rolls-Royce at Goodwood , has seen advances in design , engineering , materials and technology . Today , Phantom is the ultimate blank canvas for Bespoke commissions , where clients can bring their most elaborate , imaginative and personal visions to life . Inspiration for Bespoke commissions is everywhere , and Phantom ’ s scale , elegance , presence and adaptability enable it to be whatever its owner wishes it to be . Recent inspirations include haute couture ( Phantom Syntopia ), famous films ( Phantom Goldfinger ), Chinese culture ( Phantom Extended ‘ Year of the Dragon ’) and the marque ’ s own Spirit of Ecstasy Mascot ( Phantom Scintilla ).
Phantom has always had the same fundamental aim : to provide the most magnificent , desirable and , above all , effortless motor car in the world – the very best of the best . At the start of Phantom ’ s anniversary year , Rolls-Royce reveals the fascinating story behind its pinnacle product , and how it earned – and maintained – that reputation through a century of constant , often profound change .
A NEW BEGINNING
Rolls-Royce first earned the accolade of ‘ the best car in the world ’ with the 40 / 50 H . P ., universally known as the Silver Ghost , launched in 1906 . The key to its legendary reputation was Henry Royce ’ s principle of constant improvement to its underlying engineering , which he conducted on an almost chassis-by-chassis basis .
By 1921 , Royce realised the Silver Ghost ’ s design was reaching the point where no further developments would be possible without compromising either smoothness or reliability – both by now essential elements of the Rolls-Royce character and legend . He therefore began work on its replacement .
“ Rolls-Royce Ltd beg to announce that , after prolonged tests , they can now demonstrate and accept orders for a new 40 / 50 H . P . chassis . The 40 / 50 H . P . chassis hitherto manufactured by them will be sold as before … The original chassis of this type was the famous Silver Ghost , and to prevent confusion such chassis will be known as the Silver Ghost model , whereas the new chassis will be known as the New Phantom .”
THE GAME OF THE NAME
Although there is no specific documentary evidence , it seems safe to assume that the Phantom name was coined by Rolls-Royce ’ s energetic and ever-inventive Commercial Managing Director , Claude Johnson . It was he who recognised that naming the company ’ s products could act as a sales device , and it was his fertile imagination that produced the inspired sobriquet ‘ Silver Ghost ’ for the otherwise prosaically titled 40 / 50 H . P . in 1907 . That same year , he christened another 40 / 50 H . P . ‘ Green Phantom ’, before bestowing the rather more evocative ‘ Silver Phantom ’ on two examples in 1909 .
Johnson clearly understood the power of names like Phantom , Wraith and Ghost to convey the products ’ supernatural quietness and ethereal grace ; all have graced Rolls-Royce motor cars in the modern era for precisely the same reason . How different history would have been had one of his more fanciful efforts – The Dreadnought , The Cookie , Yellow Bird , The Elusive Pimpernel – been adopted instead .
THE BASIS FOR GREATNESS
The Times advertisement also assured readers the New Phantom would retain the “ sweet running
ISSUE 69 2025 THE ART OF LUXURY