AUTOMOTIVE 111
As it transpired , a highly successful continental sales tour demonstrated there was , in fact , great demand for a car capable of high-speed touring over long distances on the smooth , straight roads of Europe . Rolls-Royce successfully met this demand with the now highly prized Phantom II Continental – perhaps the only pre-Goodwood Phantom variant in which weight , wind resistance and other performance-related factors were afforded equal consideration with out-and-out passenger comfort .
A NEW POWER RISING
By the time of Royce ’ s death in 1933 , the company was already only too aware that luxury car customers were seeking models that offered more power without sacrificing comfort or excellence . American competitors including Cadillac , Lincoln and Packard were responding with straight-8 , V12 and even V16-cylinder engines , which were rapidly eclipsing the largehorsepower , in-line six-cylinder units that had served Rolls-Royce so well for so long .
Given this commercial pressure and the company ’ s proven experience in designing and building aero-engines , it was inevitable that the next Phantom would have a V12 engine . In accordance with tradition , Phantom III ’ s arrival in 1936 was announced in The Times , which informed the public that “ many outstanding features distinguish this car from its famous predecessor the Phantom II ”.
Chief among these was the new engine , with 12 cylinders “ giving greater engine smoothness , flexibility , silence and acceleration ” – all key requirements for Rolls- Royce ’ s fabled effortless progress . The new V12 engine was also more compact than the old straight-6 , allowing a shorter bonnet and larger passenger compartment . Most importantly , however , it delivered the increased power customers demanded – 165 H . P . against the 120 H . P . of Phantom II , rising to 180 H . P . in later cars .
Comfort was further improved with independent front wheel suspension . “ This is particularly noticeable in the back seats under all road conditions and is further enhanced by remarkable road holding qualities and stability on corners even at high speeds ”, the advertisement noted , while Phantom III ’ s new chassis frame allowed for wider , more comfortable back seats .
And it wasn ’ t just passengers who benefited . As the advertisement pointed out , Phantom III made life more relaxing for owner-drivers and chauffeurs , too , explaining : “ A modification in the position of the change-speed [ gear lever ] and brake levers gives easy entrance to the driver ’ s seat from the offside … the steering is lighter in operation , has a larger steering lock and the car is more easily manoeuvred by reason of the shorter wheelbase .”
Phantom III was suited to all manner of coachwork styles , and both owner-driver and chauffeured use . And while it was never able to beat its American rivals on price , such was Rolls-Royce ’ s reputation that it remained the only choice for those who wanted to experience the greatest possible comfort and be seen to be driving the very best .
A CHANGING WORLD
The Phantom name had graced the very best of the best cars in the world for some 14 years when war broke out in 1939 . Rolls-Royce ceased all motor car production , and when peace returned in 1945 , the company found itself in an entirely different world – but one it had anticipated and prepared for .
Rolls-Royce had correctly foreseen that under post-war austerity , it would need to make its motor cars less complex , easier to service , much less expensive to produce and able to use common parts . At the same time , it was adamant that there would be no reduction in quality .
Its solution was the Rationalised Range , which debuted in 1946 with Silver Wraith . Its new straight-6- cylinder engine was a backward step from the V12 engine of Phantom III , but relevant in straitened times . There seemed to be no place in the modern world for Phantom .
ISSUE 69 2025 THE ART OF LUXURY